Do Worry Darling: Is All Press Good Press?

Like many, the drama around Don’t Worry Darling, the new film directed by Olivia Wilde, drew me in quickly. Everywhere you look, whether it’s online, on Twitter and of course on TikTok, you’ll find the sordid details, trying to untangle a web of fact and fiction. The behind-the-scenes drama is garnering a lot of attention….

Is It Time to Hit Play on Movie Theater Ad Buys?

When the pandemic decimated cinema attendance, it took down cinema advertising too. Screenvision Entertainment Network, the company that sells movie theater space to advertisers, experienced the collateral damage. It happened right as the company was hitting its stride. Screenvision, which serves ad impressions to about 40% of the movie theaters in the country, organically doubled…

Odeon Cinemas’ Brand Creative Platform Promotes the Magic of Movies

In a bid to promote the elements that go into creating the magical experience of cinema-going, Europe’s largest cinema chain Odeon has revealed its new creative platform. Building on the “We Make Movies Better” positioning, which was extended from parent company AMC in the U.S., Odeon’s pan-European creative agency Elvis has developed internal and external…

Disney+ Spot Recreates Scenes From Popular Shows and Films

To promote that it hosts some of the world’s most iconic movies and TV shows including The Simpsons, The Walking Dead, Toy Story and Keeping Up With The Kardashians on streaming platform Disney+, the channel has begun a European promotion campaign recreating visuals from each with viewers. Created by Leo Burnett London, the spot titled…

Monsters Need New Jobs As Phone Use Keeps People Awake, Campaign Warns

Spanish optician’s Multi?pticas wants parents to understand the horrors that too much screentime at night can cause a person. The company has begun a campaign to highlight the consequences of using mobile phones before going to sleep, including insomnia, myopia, dry eyes and headaches. Created by LLYV, the TV spot titled “Neuvos Monstruos” (New Monsters)…

How Europe’s Largest Cinema Chain Aims to Lure Back Audiences

Cinema chains around the world enter 2022 in a strange situation. On one hand, they have experienced nearly two years of uncertainty due to the physical restrictions placed upon them by Covid-19 and its subsequent variants, which have closed and subsequently altered the cinema-going experience. On the other, they have just witnessed the first true…

Infographic: What Is Everyone Doing on Their Second Screens?

Multitasking is not limited to work–even when watching television, chances are good your attention is split between the plot and a second screen. So where should marketers try to meet these viewers, and during what kind of content? Consumer analytics firm Engine Insights took a deep dive into how U.S. adults are using second screens…

London Campaigns Look to Give Reopening Cinemas and Theatres a Boost

After over a year of Covid-19 restrictions and closures, cinemas and theatres around London are finally reopening– and they will get a boost from two campaigns rolling out this week. Omnicom agencies TBWALondon and MG OMD are leading the Remember Cinema initiative, which will run from May 17 to the end of June across publishing,…

Will IGTV Follow Facebook Watch’s Monetization Path for Publishers?

The introductions of long-form video platforms Facebook Watch in August 2017 and IGTV in June 2018 gave publishers food for thought on a lower-cost, easily accessible alternative to television, complete with Facebook’s robust targeting capabilities. While neither platform has come close to making a meaningful dent in TV’s video advertising dominance, Facebook Watch is a…

With Writer Lena Waithe, Studios Get a Marketer Too

When we spoke with Lena Waithe for Adweek’s L.A. issue in October, she was both excited and nervous about her new movie Queen & Slim because “it’s the first feature that I’ve written that really took people by surprise, and the industry really responded to it.” Now, audiences have, too: Queen & Slim made $15.8…

Introducing the Demystifying Gen Z Series: Where the Next Generation Consumes Content

This year Gen Z will surpass millennials as the largest generation. They are also on track to be the most diverse, best-educated and a higher-earning generation than their predecessors. And marketers are taking notice. So, in partnership with Wayv, an experiential marketing company that specializes in college campus pop-up activations, Adweek brought in 18 Gen…

The ‘Magic’ Behind Drawing and Erasing on Etch A Sketch

An admitted beginner in Etch A Sketch artwork until a few years ago, Arlene Biran created a respectable-looking Labrador retriever on the iconic drawing toy during a recent phone interview. “If you practice, you will get better,” she said. “And it makes you feel proud when you’ve finished.” Biran, vp, marketing and global business lead…

How the Grand Theft Auto Franchise Proved That All Press Is Good Press

When Friends Struggle With Depression, This App Helps Avoid Potentially Harmful Phrases

We all want to help friends who are struggling, so it’s a natural human impulse to send them a quick note of support. However, because many don’t understand the depth and seeming inescapability of depression, those well intentioned words can often have an unhealthy effect. To help address this common problem, agency BBDO Bangkok and…

How a Marketing Firm You’ve Never Heard of Knows Exactly Where You Shop and When

“Snap into a Slim Jim,” Macho Man Randy Savage bellowed from TV sets during the 1990s, as a pitch-perfect character for the meat stick brand. In an era when jerky was perceived by the American public as junk food, Slim Jim was a mainstay for adolescent boys and convenient stores. But artisanal jerky brand Krave,…

How Frontier Communications Added $4 Million in Revenue With Direct Mail

Direct mail is far from dead–at least, if you’re a telecom company that relies on people frequently moving to sign up for new services. As more groups like millennials in particular hop from apartment to apartment, direct mail could even be a growing investment for brands. But that doesn’t mean the branded mail that clutters…

Can Augmented Reality Breathe New Life Into Banner Ads?

The very first banner ad on the Internet–for AT&T on Wired in 1994–had a click-through rate (CTR) of 44 percent. Now that the novelty has worn off, that rate is more like 0.05 percent. Add augmented reality (AR), however, and it may be a different story. Taking a page from the leader of the free…

4 Million People Used the Crocs Snapchat Lens in Its First 10 Days

Quick show of hands: Who wants to wear a shoe on your head? If you raised an arm, whether with embarrassment or beaming pride, you’re not alone. According to agency R/GA, the Snapchat lens it developed for the polarizing footwear brand was used by more than 4 million people in its first week. And yes,…

The Handmaid’s Tale Author Margaret Atwood Talks Trump, Dystopias and Season 2

It’s safe to say James Comey and Michael Wolff are not among Donald Trump’s favorite authors. But the same can likely be said of the prolific Canadian writer Margaret Atwood, whose 1985 novel turned award-winning Hulu series The Handmaid’s Tale, spoke last week at Tina Brown’s Women in the World summit about the similarities between…

Brands, Take Notes From the Film Industry’s Marketing Lessons

If you Google “how to make your brand stand out,” you’ll find 189 million near-identical results all with seven “sure-fire ways” on how to make your brand the next big thing. However, to find out how to really stand out, brands should look to an industry that is known for doing just that: cinema. In…