In a world where content has become increasingly relevant, this panel explores how marketing must be just as thrilling as the movies themselves. Featuring real cases and key learnings behind campaigns that sparked conversation — led by Sony Pictures, Archer Troy, and top talent from the Mexican film industry.

Join us to hear from entertainment professionals discussing branded content inspired by the culture we all love as fans, and shaped by the trends defining today’s landscape — all grounded in real creative work.
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The boundaries between advertising and entertainment must disappear. Brands should no longer interrupt — they should entertain. Great content inspires and takes the lead. This session explores how “contentainment” — advertising powered by content — has become one of the most effective ways to connect with today’s audiences.

From ideas like Karataco Kid to Telenovenom, and out-of-home activations such as Garfield’s 'Crash the Billboard,' this panel will showcase the real strategies, insights, and results behind campaigns for films including The Karate Kid: Legends, Venom: The Last Dance, and Garfield: Out of the House. Each case illustrates how entertainment can serve as a powerful tool for raising awareness and fostering brand engagement.

A conversation featuring Mary Paz Huerta (Marketing Director, Sony Pictures México), Luis Fernando Peña (Mexican film actor), and Guillermo Bernal (Creative VP, Archer Troy), moderated by Héctor Trejo — better known as Bully. View Less