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Marketing Chiefs Say Film and TV Biz Will Hang Tough Amid Recession Fears: ‘We Are the Affordable Pastime’
Top marketing chiefs discussed working with sibling streamers, trying to reach Gen Z and more on Thursday at Variety's Entertainment Marketing Summit.
The panelists traded notes on how the post-theatrical management of films has changed — for the better — for some major studios now that they have output deals with sibling streaming platforms such as Hulu, in the case of Disney, and Peacock, for Universal Pictures. Although the musical ‘Wicked’ was a known property after playing for more than 20 years on Broadway, Universal knew that theater lovers alone wouldn’t deliver the bucks the studio needed to make back its considerable investment. “Ballerina,” a spinoff movie starring Ana de Armas, is set to debut in June, which provides another wave of opportunity to generate campaigns, social video and content for John Wick fans.
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