The Movie Marketing & Distribution Podcast

"The current distribution model is broken, and Blue Harbor is here to offer a different approach that benefits both filmmakers and audiences." Mike Messina, co-founder Blue Harbor Entertainment   This episode is an insight into the obstacles and opportunities in the current releasing environment in a conversation with the founders of Blue Harbor Entertainment, the new service distribution company. Amanda Sherwin, Mike Messina and Seth Needle are industry veterans with decades of experience between them at the cutting edge of sales, acquisitions and distribution having previously come together as part of the senior leadership of Screen Media. Earlier this year they established Blue Harbor to offer filmmakers an alternative in today’s challenging distribution environment, providing a comprehensive distribution and marketing solution covering theatrical, home entertainment, digital streaming platforms, and television – all under a service fee structure geared around filmmakers.   In this conversation we explore the signficant changes in the US market in recent years, particularly in the video on demand space. Amanda, Mike and Seth explain how audience habits and release practices have rapidly shifted post-covid - and shifted again more recently - and reveal the signficant knock on effect this is having on acquisitions, distribution and filmmaking. The Founders explain how these witnessing these changes prompted them to design a different type of service distribution company, one that places the filmmaker at the heart of the process. They also explain why it is now essential for filmmakers to include distirbution thinking and budgeting as part of their production process, as in the words of Amanda, "In the evolving landscape of film marketing, understanding your audience and budgeting for distribution early is crucial. It's not just about making a film; it's about making sure it reaches the right eyes."   Amanda Sherwin Amanda has more than two decades of experience working in independent film. She most recently served as SVP of Marketing at Screen Media running the campaigns for 20+ releases annually, including the high-profile hits Willy’s Wonderland, Poker Face, and Maggie Moore(s). Prior to Screen Media, Sherwin consulted for PBS Distribution and managed theatrical service provider Paladin, overseeing the releases on an array of films from the comedic hit What We Do in the Shadows to the Oscar® nominated documentary For Sama. Sherwin began her career at CFP, a precursor to Lionsgate, where she later assumed the role of VP of Marketing. She then went on to help start THINKFilm, where she served as SVP of Marketing and Distribution and orchestrated the campaigns on more than 80 films, resulting in eight Academy Award® nominations and two wins. Sherwin is a member of The Academy of Motion Picture Arts and Sciences.   Mike Messina Mike has worked in independent film for more than 25 years. In his recent role as EVP of Distribution at Screen Media, he oversaw the distribution, marketing, and sales of 100+ movies, including the blockbuster hits The Outpost, Till Death, and The Ritual Killer, and was an Executive Producer on the Emmy® award-winning documentary Street Gang: How We Got To Sesame Street. Previously, Messina spearheaded independent film distribution and acquisitions at Starz and managed global streaming sales of Starz Original Series, including Spartacus and Power. He was also a senior executive at New Amsterdam Entertainment, where his producing credits included Dawn of the Dead which opened #1 at the US box office and was a Cannes Film Festival selection. Messina holds an MBA from Columbia Business School and is a Dartmouth College graduate.   Seth Needle Seth Needle is a leading content acquisition and creative executive, having previously served as EVP of Global Acquisitions and Co-Productions at Screen Media for the past 12 years. During his tenure, he was responsible for high-profile acquisitions The Outpost, Terry Gilliam's The Man Who Killed Don Quixote, Emmy® award-winning Street Gang: How We Got To Sesame Street, The Lifeguard starring Kristen Bell, and Stephen King's A Good Marriage, which King penned himself. He also established strategic business relationships with Focus Features, Starz, Roadside Attractions, and more. In addition, Needle oversaw all content licensing for the company’s streaming platforms that included Crackle, Popcornflix, and Redbox. Needle also served as an executive producer on Willy's Wonderland, Maggie Moore(s), Fast Charlie, Girl, and several others. Prior to Screen Media, Needle worked in the acquisitions department at Lionsgate and in the research department at Marketcast.

"Optimising cinema businesses through better data strategies can transform the entire entertainment landscape." Marina Kosten

Why the theatrical experience is so critical for the film and entertainment ecosystem and how it can be revitalised through a bold and innovative data-led strategy are some of the key topics explored here with the brilliant Marina Kosten. In the conversation Marina unpacks what first party data, how it can be harnessed and why it is so critical in today's entertainment economy as well as outlining her vision for regenerating the habit of moviegoing across the sector. 

A senior global research and strategy executive with an extensive track record in developing market and consumer insights, Marina is currently working with the NATO Cinema Foundation to identify new strategies for the exhibition sector in a significantly altered entertainment landscape.

Marina also serves as Senior Fellow Senior Fellow Center for the Digital Future at USC Annenberg and her previous roles include as Vice President of Consumer Research in the International Theatrical Division of 20th Century Fox, where she oversaw research related to releasing Fox films in the top 20 international markets.

Prior to 20th Fox, Kosten oversaw another dimension of the entertainment landscape at Activision-Blizzard, where she focused on Guitar Hero and Call of Duty franchises, in addition to Activision’s portfolio of licensed video games. Kosten began her career as a social researcher; her interest in understanding human behaviour led her through senior roles at several global research suppliers.

 

Urszula Piasecka is CEO of leading Polish distributor Kino Świat, part of the Studio Canal group. In this conversation we tap into Urszula's nearly 20 years’ experience across film and media business, working in film production and distribution, to look ahead to how the role of the dsitributor can evolve. In addition, we gain insights on the centrality of the theatrical experience, how distributors and producers can work more closely, the current state of the Polish market as well as her thoughts on the upcoming blockbuster, Paddington in Peru!   For 10 year Urszula was overseeing multi-territory deals and strategising volume packages as Director of Acquisition & Sales at Monolith Films. She was also Head of Programming of the International Film Festival Two Riversides and Head of Acquisitions and Co-production in TVP managing acquisition for 11 TV channels. She has gained experience in feature film development and production in Zebra Film Studio led by Juliusz Machulski. As co-author of postgraduate course on Kozminsky Academy “Media Management” she is a lecturer and promotor. She holds diploma of EMBA of Kozminski Business School and she completed Strategies for Leadership program in The Institute for Management Development (IMD) in Lausanne. She is a member of the European Film Academy.

David Larkin is Head of Business and Parnerships at Letterboxd, the global social network for grass-roots film discussion and discovery. In this episode we go 'under the hood' of the only film-centric social platform, to understand more about how it has successfully built a loyal community of 14mm+ film fans across the world. This includes how Letterboxd supports targeted film campaigns, understanding different industry-use cases on the site and insight into Letterboxd's big decision about including TV content.

In a wide ranging conversation, we also learn more about David's long and varied career as an executive and entrepreneur- including several successful exits - at the intersection of tech and entertainment  as well as how and why he began his working life learning how to open manholes in New York City and his involvement in an outrageous pot-themed alteration of the Hollywood sign!

Serge Zabbal is Busines Director at Empire Entertainment, the 105 year old film production and distribution operation based out of Dubai. Focusing on the MENA region (Middle East and North Africa), Serge oversees all of Empire's English language and Arabic releases across the different markets. This includes the output of Sony Pictures Entertainment, as the studio's official partner for the region.

Having had diverse experiences across a multitude of industries for more than 15 years in the Middle East, Serge brings a fresh perspectuve and innovative approach to the film and entertainment space. As well as serving as the Sony Pictures Entertainment Theatrical lead for the MENA region, he also manages Empires’ growing initiatives in Production and Gaming, with a focus on serving the evolving needs of their consumers.

In a wide ranging conversation, we discuss the cultural and economic nuances of the MENA market, including a deeper dive into the current state of the Saudi cinema revolution. We also explore innovation in distribution and how Empire are staying on the front foot with younger audiences as well as their approach to data driven marketing and participation in the wider entertainment landscape of gaming. 

In this special episode of the Market and Distirbution Pdcast, we tap into our Reimagine the Ecosystem series, the series of discussions with leaders on the future of the industry. In this particular session, we addressed the fast evolving field of distribution itself, with Avril Speaks (Distribution Advocates) and Angel Studios' Brandon Purdie.

With the distribution landscape having changed so much in recent years, how are studios, creators and labels approaching the market differently? What kind of new mechanisms and strategies are working particularly well and what is now less effective.

But beyond tactics and techniques, is there a completely different way to approach distribution now? How can we begin the distribution process earlier, make it less risky and more data-driven? Is it possible to change the way distribution decisions are made – can we reimagine this vital part of the ecosystem?

Our panelists; innovators and pioneers from different territories and perspectives, will be sharing their ideas, experiences and perspectives in how they are are approaching distribution in transformative new ways.

Avril Speaks

Avril Speaks is an award-winning Producer, Director and Showrunner based in Los Angeles. She has produced several award-winning films including Jinn, Dotty & Soul, and the South African film African America, which was nominated for an NAACP Image Award, four African Movie Academy Awards and streamed on Netflix. Most recently, Avril was the Showrunner for the docu-series Uprooted: The Untold Keith Warren Story, which is available on Discovery+ and was an Executive Producer for Files of the Unexplained, coming soon to Netflix. Currently, Avril is a Creative and Production Executive at Vox Media Studios. Avril was a 2020 Sundance Momentum Fellow, and a 2022 recipient of the Dear Producer Award. She is also a co-founding member of Distribution Advocates and is part of the Executive Committee for the newly formed Producer’s Union.

Brandon Purdie

Since childhood, Brandon Purdie has been obsessed with bringing inspiring films to captive audiences. After moving up from tearing tickets and sweeping floors at his local theater to managing a regional theater chain, Purdie immersed himself in box office numbers, concession margins, team management, and the cinematic experience. This blossomed into a career at the indie distributor Excel Entertainment, moving from Marketing Director to overseeing the marketing and release of dozens of projects a year in theaters and on DVD. Shortly after, he founded Purdie Distribution, advising filmmakers on how to make and sell their films. In 2023, Angel Studios enlisted Purdie to launch their theatrical division, and out of the gate Purdie and his team beat the odds. The first theatrical release, HIS ONLY SON, a film that was made for only $250,000 grossed over $12M in domestic box office. This was followed by the global blockbuster SOUND OF FREEDOM (Jim Caviezel, Mira Sorvino) that grossed over $183M domestically since its July 4 release, and continues to launch in new markets internationally and boasts a worldwide gross of over $230M. Upcoming Angel theatrical titles include AFTER DEATH (Oct 27, 2023), THE SHIFT (Dec 1, 2023), and CABRINI (March 8, 2024). Purdie is also a proud member of the Executive Board of Directors for the Zions Indie Film Festival.

In tis episode we explore alternative ways of distirbution with Benny Haesebrouck who is Head of Distirbution at MOOOV, the Belgian non-profit founded more than ten years ago. MOOOV's goal is to show a diverse world both on the big screen and beyond the cinema walls. Their mission to connect people through stories leads them to search all over the world for films and directors that combine artistic quality with relevant content - and bring them to Belgian audiences.   In a wide ranging conversation, we learn how MOOOV do a number of things differently to traditional distirbution. This includes the way they work with venues, how they develop audiences and their operation of a non-competitive model. When another Belgian film distributor is interested in a film, they aim to work together to ensure that films get as many opportunities as possible, opportunities they would otherwise not get. Since 2023, they have worked mianly with event-based releases and have started a single screening circuit: FOMOFILM - a model that means working very closely with cinemas to maximise the potential of that single event.

What have Taylor Swift, BTS, the National Theatre and Peppa Pig all have in common? One thing, at least, is that they have all been brought to the big screen by the leading event cinema company, Trafalgar Releasing.  In this episode we speak with Trafalgar's SVP Programming and Content Acquisitions, Kymberli Frueh to discuss all aspects of the event cinema business - from how content is sourced to what makes a great cinema experience and the future of the theatrical business.

From devleoping one night only and limited theatrical programs for event cinema in 2005, Kymberli's career spans two decades as a major contributor to acquiring and developing content and programming strategies for exhibition partners. She has been named one of the top 50 women in Global cinema by Celluloid Junkie three times, in 2018, 2022 and 2023.

Kymberli first began her career in event cinema with U.S Based Fathom Events where she contributed significantly to the growth of Fathom and the various verticals that remain today. During her tenure, the event cinema company grew from $2M to $75M.  Before her exit, Kymberli managed the acquisitions team in focusing on several vertical offerings that remain today.  Kymberli joined Trafalgar Releasing in 2018

Career highlights include bringing live boxing back to cinemas with the Golden Boy/Mayweather franchise; exhibiting the first BTS event in cinemas globally (with such success that BTS now has recurring events with TR), and most recently working with major artists including The Grateful Dead, Dolly Parton, Metallica, Machine Gun Kelly, Billie Eilish and many more.

Mathieu Robinet is an award-winning film producer and distributor from France. In 2020 he created TANDEM, a film distribution company devoted to up-and-coming filmmakers and innovative marketing strategies. He was involved in the financing and theatrical distribution of over 100 films, working with directors such as Wim Wenders,  Ruben Ostlund, Kirill Serebrennikov and Park Chan Wook.

In this episode we explore Mathieu's remarkable jounrey of setting up TANDEM during the pandemic, his commitment to theatrical distribution and strategies for bringing in younger audiences. In a wide ranging conversation, we also learn how TANDEM recently scored the most successful French horror film at the box office with VERMINES as well as why TikTok is a marketing gamechanger for the company. 

With over 1.9 billion users globally, TikTok is the entertainment juggernaut that is impossible to ignore. And in 2023, its users in the UK spent more time on average on the platform than any other video platform - including Netflix. But how can film marketing professionals effecfively leverage TikTok to engage audiences in our releases?  

Nikolaj Mathies stands out as one of the few marketing professionals who have worked with a diverse array of film distributors across Europe and America to promote their films online. To date, he has contributed to well over 300 theatrical releases in more than 30 different countries. From the onset of his career, he has dedicated himself to developing innovative strategies for how theatrical films and their digital promotions can transform audiences from mere consumers to active participants and co-creators. In 2022, Nikolaj founded Vievo, a content and creator agency that aims to bridge the gap between traditional feature film trailers and the unprecedented volume of user-generated content that the industry is currently witnessing. He envisions a realm of opportunities for film producers—the world’s best storytellers—to extend their narratives beyond the big screen and into the rapidly evolving domain of social media platforms, with a particular emphasis on entertainment-centric ones like TikTok. The era where the industry could simply condense a film into a trailer or a cut-down is over. In the fierce competition for consumer attention, it is essential to engage audiences with authentic and fan-centric content that doesn't necessarily originate from the feature film itself.