Lessons From Hollywood: 10 Tips For Content Marketers

‘Prisoners,’ starring Hugh Jackman, was No. 1 at the box office. (Photo: Wilson Webb) “Prisoners” appeals to adult audiences after summer of teen fare “Insidious Chapter 2” hung on for second place “Wizard of Oz” re-release followed the yellow brick road SHARE 49 CONNECT 38 TWEET 2 COMMENTEMAILMORE Hollywood began its seasonal migration to more adult fare this weekend as the fall-oriented Prisoners scored a convincing win at the box office. The crime drama starring Hugh Jackman and Jake Gyllenhaal collected $21.4 million, according to studio estimates from ticket talliers Hollywood.com. The haul slightly exceeded analysts’ expectations, propelled by strong reviews as Prisoners marked one of fall’s first awards contenders. According to survey site Rottentomatoes.com, Prisoners won over 79% of critics and an impressive 90% of moviegoers a strong public reaction to a dark, R-rated film that runs 2 hours long. MORE: The weekend’s top 10 films The film benefited from public hunger to get away from summer’s big-budget spectacles, says Tim Briody, analyst for ticket trackers Boxofficeprophets.com. Briody says Prisoners “found the right combination of star power and strong reviews to give audiences a reason to check out the crime thriller in what’s been a weak September at the movies.” Gitesh Pandya of Boxofficeguru.com says the film’s pedigreed cast, which included Viola Davis, Terrence Howard and Melissa Leo, “played to a mature adult crowd,” often neglected in the summer gold rush for teen audiences. Alas, it was the kids left with the scraps this weekend. Insidious Chapter 2 took second place with $14.5 million in its second weekend. The Robert De Niro comedy The Family was third with $7 million, followed by the Spanish-language family comedy Instructions Not Included with $5.7 million. The 3-D IMAX re-release of The Wizard of Oz found some gold on the yellow brick road, capturing $3 million and ninth place, meeting most forecasts.

Farah’s drive stems from a series of White House meetings, culminating in a July session in the Roosevelt Room in which the president asked for help promoting the law from a conference table full of artists, entertainers and creative executives including Farah, Amy Poehler , Jason Derulo, Michael Cera and Jennifer Hudson. Farah, Funny or Die’s president of production, was shocked by the challenges facing the White House. “The simplest way to put it was, they had spent all this time and energy and money on the biggest movie of their lives and had no marketing budget in which to promote it. I just thought that was the craziest thing I’d ever heard,” Farah said. He volunteered the firm’s help, he said, because he knew “we’d do the work.” They are playing on a cluttered field. On the other side, powerful conservative groups are trying to persuade Americans to opt out of the law. This week, the group Generation Opportunity aired a Web video depicting Uncle Sam popping up between the legs of a young woman at the gynecologist’s office. The video drew more than 600,000 views within 36 hours. More traditionally, Americans for Prosperity , the free-market advocacy group that spent more than $33 million to try to defeat Obama in the 2012 election, has hosted telephone forums and town-hall-style meetings as part of a 35-state campaign to block the healthcare law. “We now have a funded, professional, logistically proficient infrastructure that, when one of these fights [arises] can really spring into action,” said Americans for Prosperity President Tim Phillips. The House vote Friday illustrated the fervor of the battle. After months of largely symbolic votes to repeal the Affordable Care Act, the chamber’s most conservative Republican lawmakers backed the GOP leadership into a corner, insisting that future government spending be linked to suspension of funding for the healthcare law. Without a compromise, many nonessential government agencies will shut their doors when the budget year ends Sept. 30, the eve of the law’s enrollment period. Beyond the squabbling over a government shutdown, the stakes for Obama in the success of his signature legislative achievement are immense.

According to both Bloomberg News and Forbes magazine, he is now the richest man in China. Since Dalian Wandas 2012 acquisition of AMC Entertainment for $2.6 billion, he is also the owner of the second-largest chain of movie theaters in North America. The centerpiece of the planned Qingdao complex will be a suite of 20 fully equipped, state-of-the-art film studiosone of which will be designed specifically for filming underwater scenes. Other planned facilities include a theme park akin to Orlandos Universal Studios, celebrity wax museum, yacht center, and bars and restaurants. When completed, the project will transform Qingdao into a city of global film and television cultural tourism, Wang said in a statement. According to the Wall Street Journal, he is also planning to build a Hollywood-esque sign on a nearby hillside. Wang said in a statement that his aim is for at least a hundred films a year to be shot at the studio complex, including some 30 foreign films. That might sound ambitious, but the star-studded Sunday ceremony did attract Harvey Weinstein of the Weinstein Co. as well executives from Warner Bros. ( TWX ), Viacom ( VIA ), Paramount Pictures ( VIA ), and Lions Gate Entertainment ( LGF ). Its not clear if any deals have been inked between foreign studios and Dalian Wanda Group. Separately, Dalian Wanda Group last week announced a $20 million donation to the Academy of Motion Picture Arts & Sciences to build a film museum in Los Angeles.Beginning in 2016, the Academy will advise Wangs company on hosting an annual fall film festival in Qingdao. These hefty investments come at a time when the U.S.

Obama looks to Hollywood to help promote his healthcare law

House passes spending bill that may provoke shutdown

Just think about all the great feature films, animated movies, and music Hollywood produces using a universal language touching millions of people around the globe, inspiring them, making them believe in dreams and encouraging them to think out of the box. By doing so, Hollywood is converting viewers into lifelong film lovers. Sound familiar? It is pretty similar to anything and everything a great brand and its marketers have ever hoped for and worked for. So how come Hollywood gets it? How do Hollywood directors and producers know how to evoke nearly the same, and I mean the same, feelings in people with certain hit films, when global brands are struggling to motivate and evoke emotions in consumers on a global scale? Thankfully, there are numerous exceptions of brands that are able to touch and truly interact with a global audience, winning their hearts and brains over. But, in principle, I still believe there is a lot to learn from Hollywood, from storytelling to character building. When Im looking at TV and movie characters who have outlived their original context, making new lives across several fashion, lifestyle and consumer goods categories (with sometimes even greater success), I cannot help but wonder why advertisers remain more reluctant. Yes, reluctant. Besides certain mind-blowing, provocative masterpieces that advertising produces, ad campaigns fall way behind the sustainable success of Hollywood feature films. One key factor of successful content marketing, besides storytelling, is making the content shareable. In this way, story production does not rely on the brand itself but on the audience who will passionately promote content relevant to personal contexts, helping to overcome the first barrier. So, before you jump into content production, set your strategy, boost the user experience, and you will be able to immerse your audience. They will prove you wrong, swiftly destroying your worries about losing control. Their authentic voice will deepen brand engagement in the long term.

West Hollywood Fur Ban Hits on Last Day of Summer

23 2013 at 9:05 AM See also: West Hollywood Bans Circus Animals For No Good Reason. But perhaps WeHo’s signature law is its nixing of fur sales in a city that had no furriers. The rule finally went into effect over the weekend — on the last day of summer, Saturday: When the council first considered the issue a few years ago it was billed as the first retail fur ban in the United States. Over the weekend the city described the rule as “one of the first its kind in the United States” and stated that the law … … encourages the promotion of West Hollywood as a destination for cruelty-free and animal welfare events and the promotion of West Hollywood as the Humane Capital of the United States. West Hollywood Mayor Pro Tempore John D’Amico: I am pleased that the time has come for this ordinance to take effect. Our city attorney has written, and we approved, a strong ordinance that will withstand the test of time. See also: Humongous Mall Project Sparks Controversy in West Hollywood City Council Race. There you have it. As developers have pushed around City Hall with massive, traffic-clogging projects, the City Council has ensured that you were not able to buy a fur coat, in a town with no furriers, on the last day of summer.