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From ‘Bridgerton’ to ‘Call of Duty’ Variety’s Culture Catalysts Impact Report Highlights Top Marketers and the Campaigns That Goosed Box Office, Ratings and Quests

From ‘Bridgerton’ to ‘Call of Duty’ Variety’s Culture Catalysts impact report highlights top Marketers and campaigns

Otero and her team generated big buzz for the Lionsgate prequel “The Hunger Games: A Ballad of Songbirds and Snakes” with a cross-platform activation in New York’s Time Square featuring an 80-person choir singing the song “The Hanging Tree” from the original quadrilogy, an interactive billboard directing people to the movie’s TikTok channel and, as a last-minute addition, live appearances by cast members Tom Blythe and Rachel Zegler. “We created a collection for every taste so that fans can feel the romanticism of ‘Bridgerton’ in their everyday lives,” says Simon, who, along with rest of the team, promoted a slate that also included “Emily in Paris,” “Three Body Problem,” “Hit Man,” “Beverly Hills Cop,” “Atlas” and “Unfrosted.” For “Spider-Man 2,” Lempel and his Sony Interactive marketing team designed a campaign as high profile as the game’s skyscraper-swinging hero, employing wraps on subway trains, big brand partnerships (Adidas, Warby Parker) and activations in 20 countries, including takeovers of Times Square in New York and the Sphere in Las Vegas.

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