In this session...
Paramount Pictures and QYOU Media have prioritized authentic community-first storytelling and creator collaborations to deliver campaigns for hits like A Quiet Place: Day One and Mission: Impossible - The Final Reckoning. This session examines how studios are blending the creator economy into film storytelling to fuel fandoms and drive results. Attendees will leave with a better understanding of how traditional entertainment studios are utilizing creators as the future of entertainment marketing.
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Paramount Pictures has made influencer marketing central to its theatrical strategy, using creators to spark cultural moments and drive box office success. Over the past three years, Paramount and QYOU Media have launched innovative campaigns for A Quiet Place: Day One, Smile 2, and Mission: Impossible- The Final Reckoning. By leveraging the right influencers and platform-native storytelling, the studio has proven that creators are more than amplifiers – they're key storytellers who can ignite global fan bases and drive ticket sales. Moderated by reporter Emmy Liederman, this panel brings together Brandon Nichols, VP of Digital Marketing at Paramount Pictures, Glenn Ginsburg, President of QYOU Media, and creator Joe Mele (30M+ followers) to discuss how studios are fusing cinematic storytelling with creator innovation. Together, they’ll reveal how these collaborations are sparking cultural moments and delivering real-world results in the entertainment space.
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What You'll Learn from This Session...
- Influencers as Storytellers, Not Just Amplifiers: Discover how Paramount and QYOU Media make creators an integral part of their theatrical marketing strategy, using them to shape narratives that fuel cultural relevance and drive box office results.
- Finding the Right Creators & Communities: Learn how to identify and partner with the creators who authentically connect with niche digital communities, elevating your brand narrative and sparking meaningful fan engagement.
- Turning Cultural Relevance into Measurable Impact: Build a forward-looking framework for entertainment marketing by examining how sustained creator relationships transform cultural moments into lasting fandoms and real-world business outcomes.
- Insights from the Creator’s Lens: Hear firsthand from creator Joe Mele on how he approaches branded collaborations, balancing authenticity with entertainment to build trust, spark fandoms, and keep audiences coming back for more.
