June 11, 2026

Marketing That Works: Turning Change Into a New Advantage

51 minutes

Industry Insights – The EFM Podcast is presented by the European Film Market of the Berlinale.

Hosted by Curator, Moderator and Founder of The Catalysts, AC Coppens, it puts a spotlight on highly topical and trend setting industry issues, creating a compass for the forthcoming film year. Today’s episode focuses on “Marketing That Works: Turning Change Into a New Advantage” - a very interesting conversation which took place as part of the EFM Industry Sessions this February.

Following up on last year’s session, marketing experts offer an industry update. Marina Kosten (Digital Futures Researcher at USC Annenberg, ex–20th Century Fox), Adriana Trautman (marketing strategist, President of Adriana Trautman Consulting) and Oliver Fegan (Co-Founder & CEO of Usheru) explore how changes such as increased data availability, shifting audience behaviors, and new platform and cinema pathways create not only a disruption, but an opportunity.

By sharing data insights and case studies, the discussion contrasts the traditional 360° marketing model with more experimental marketing and content approaches, that allow for rapid testing, lower entry risk, scaling and continuous optimization - enabling stories to find their audience.

Adriana Trautman is an accomplished film marketing executive with over two decades of experience designing and executing global campaigns across a wide range of genres and production scales. From tentpole theatrical releases to international streaming hits, she specializes in helping stories break through cultural barriers and reach passionate audiences around the world.

Adriana has led international marketing efforts for 20th Century Fox and Paramount Pictures, overseeing campaigns for major films including Avatar, Bohemian Rhapsody, Rocketman, Top Gun: Maverick, A Quiet Place 2, and global franchises such as Ice Age and How to Train Your Dragon. As Head of the OHC (Outside Home Country) program at Amazon Prime Video, she helped drive the platform’s success with international originals, including Culpa Mia and Maxton Hall, both record-breakers in their categories.

Now as the founder of AT Consulting Group, Adriana works directly with independent producers and production companies to shape marketing strategy from development through release—whether for theatrical or streaming distribution. Her work spans genre films, prestige dramas, and family entertainment, always with a focus on building authentic fan engagement and adapting to the evolving rules of global film marketing.

Marina Kosten is a senior research and strategy executive with broad experience across entertainment and gaming. At USC Annenberg, She works as a Digital Futures Researcher, focusing on market and audience insights.

Previously, she served as Vice President of Consumer Research at 20th Century Fox, where she oversaw international theatrical research in top global markets as well as Head of Research and Strategy at StoryFit. Before that, she worked at Activision-Blizzard on major gaming franchises like Guitar Hero and Call of Duty. With a background in social research and a deep interest in human behavior, Marina has held senior roles at leading global research firms.

Oliver Fegan is the CEO and Co-Founder of usheru. He works closely with distributors worldwide to develop data-driven marketing strategies that improve audience engagement and campaign performance. Through usheru’s work Oliver brings a global perspective on the evolving challenges and opportunities facing film marketing today. usheru works with over 100 film distributors and production companies across 30+ countries, providing digital marketing technology and audience engagement solutions designed specifically for the film industry. Our platform helps distributors better understand, reach and convert audiences, improving campaign performance and long-term sustainability in an increasingly complex marketplace.

AC Coppens, host of this episode, is the founder of THE CATALYSTS, a Berlin-based agency dedicated to supporting the growth of innovative and creative companies working at the intersection of digital media, technology, film, music, and design. Their work focuses particularly on the challenges of entering new markets.

Blending critical thinking, creative strategy, and future-oriented research with a strong background in the performing arts, AC is a seasoned moderator, host, and speaker at major international events - whether on-site, hybrid, or fully digital.

The Berlinale’s European Film Market European Film Market is the first international film market of the year, where the film industry starts its business. Industry Insights - The EFM Podcast puts a spotlight on highly topical and trendsetting industry issues, thereby creating a compass for the forthcoming film year. The year-round podcast co-funded by  Creative Europe MEDIA.

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