Gen Z, Streaming, and Continuous Marketing: How Hollywood Is Preparing to Withstand Economic Challenges

During the Variety Entertainment Marketing Summit, presented by Deloitte and held on Thursday, April 24, 2025, marketing executives from major studios and streaming platforms discussed new strategies to keep audiences engaged amid an unstable economic environment.

Key points discussed included:

Hollywood stands strong against the crisis:
“We work in a business that we hope is recession-proof. We offer an affordable pastime,” said Dwight Caines, President of Domestic Marketing at Universal Pictures. Even during difficult times, films and TV shows remain an accessible choice for audiences.

Gen Z: A generation to approach with care:
According to Caines, young people between the ages of 12 and 27 have grown up “during the most cataclysmic time ever” and are seeking authentic relationships, although social media often fails to provide truly genuine connections. A more thoughtful and authentic marketing approach is needed.

24/7 marketing and franchise management:
JP Richards, President of Worldwide Marketing for Lionsgate Motion Picture Group, reflected on how marketers’ responsibilities have grown as digital platforms have proliferated.
“Just five years ago, our social strategy around fans would exist only around the marketing of the movie itself. But now it’s 24/7. It’s always on,” Richards said. “It’s community management, it’s engagement.”
Richards highlighted Ballerina, the John Wick spinoff starring Ana de Armas debuting in June, as an opportunity to generate new waves of campaigns, social video, and content for franchise fans. He also noted the excitement around The Hunger Games, with early casting news for the next installment fueling anticipation: “That’s the stuff that fuels us.”

The strategic role of sibling streaming platforms:
Disney, Universal, and Searchlight emphasized how collaboration with their own streaming services (Hulu, Peacock, Disney+) has opened new opportunities to amplify content and reach broader audiences.

Success breeds success:
Jennifer Storms of NBCUniversal shared that Wicked has generated 800 million minutes of viewing time on Peacock, becoming the platform’s top-performing film in its pay-one window.

Knowing your audience is key:
Christian Parkes of Neon praised studios’ ability to adapt:
“It’s about understanding those audiences, defining them, and then speaking to them in a way that excites them.”
Referencing the success of Minecraft and Sinners, Parkes emphasized the importance of building targeted and effective campaigns.

In summary, the entertainment industry is evolving toward an integrated and dynamic model: cinema and streaming now work hand in hand, marketing efforts are continuous, and authentically engaging younger generations has become a top priority.

Source: Variety