Warner Bros' Cameron Curtis on digital marketing innovations | Variety Studio presented by Canva - video Dailymotion

Watch Warner Bros' Cameron Curtis on digital marketing innovations | Variety Studio presented by Canva - Variety on Dailymotion

Transcript

00:00Well you've had a very active summer, particularly summer at the box office.

00:03What can you give us a for instance or one or two examples of innovative things that you know

00:09avenues to reach people reach fandoms that that might not have even been open just a few years ago?

00:14Yeah yeah for me there's two probably great examples of that. I mean I'll start with Dune 2

00:19and the work that we did on TikTok for Dune specifically. With Dune you know we leveraged

00:24this incredible cast and incredible filmmaker and we thought about how do we give audiences a front

00:29row seat to not only the making of this movie but to the promotional campaign and it was incredible

00:34in the sense that you know we toured audiences around we toured cast around the world

00:39and we were able to you know give audiences a front row seat in the sense that on TikTok we

00:46worked with a new feature called their spotlight unit and essentially what that did was it took

00:51all of these assets that we were creating and put it into one location so that when

00:55fans searched or wanted to learn more about Dune they found all of this incredible content.

01:00It also added attributes to all the user generated content that was coming from the work we were

01:05doing and what that did was as you were searching you were encountering people that were you know

01:10doing cosplay or reacting to trailers or celebrating the movie and so when you think about

01:16when you think about money can't buy opportunities when you think about real heat you know a lot of

01:22times that shows up in with user generated content and if you're an audience member wondering about a

01:27movie what better way than to find out more about it than to see creators and influencers and cast

01:33talking about it directly to you. I was really excited that we had cast responding to user

01:39comments on TikTok so we had one example where Austin Butler had commented back to a fan and

01:45later encountered that fan in real life and so what we had was a major star of a movie seeing a

01:53fan and recognizing the fan before the fan had a chance to recognize the star and I think about

01:58the way TikTok forms connections in that way and how powerful that is and to me that's a lot about

02:03you know the future of what we're doing is making audiences the the co-pilots of our campaigns and

02:09not the passengers.