The following interview is an excerpt from our video series, SHIFT – In Conversation. To watch the full interview and see more video content, click here. Or you can listen to the SHIFT – In Conversation podcast here.
Stacy Jones – CEO – Hollywood Branded
Grace Amodeo – Program Manager – SHIFT
When we’re working with the brand, they’re getting actually cast, just like talent, into that content.
On the second level, we have cash. Only about 40% of Hollywood even takes dollar deals for integration, most of the time the partnerships you’re seeing are based on a trade out or a loan of goods. The third way brands help movies come to life is through promotional partnerships. If a film is able to work with a brand, the brand may say, “Okay, for 6-8 weeks around this movie’s release, we’re going to co-brand our TV, digital, out-of-home, print advertising, and in-store retail”. They allow their advertising to be taken over and they’re co-promoting it.