Lionsgate CEO Jon Feltheimer doesn’t have marketing and advertising brand, although being the leader of the film and the Television organization behind edgy shows like for example “Mad Men” and “Orange is the New Black,” he knows about that top thing marketers are presently attempting to wrap their heads around: content.
“Online channels and apps are where the future is,” he said. “If you narrow focus and look at a fragmented audience, that’s the way to reach audiences we want to reach and monetize content in a more effective way. It’s too late for us to build a linear channel bouquet, but maybe that’s where the future lies for us and for other people.”
The company has to spends at least 25% now of its own marketing and advertising, spending budget on digital, he said, talking about at the time of the 4A’s Transformation conference in Los Angeles on Monday.
While most of the major online marketers still have to achieve wide audiences all at one time, the more niche course of action also will make it simpler for marketers to “be more focused” on the audiences they are required to reach. “We didn’t compete with huge conglomerates or huge shows and movies,” Mr.Feltheimer said. “We aimed at audiences we knew s we knew where to market and spend money.”
“Mad Men,” which Lionsgate hopefully found behind together with its partner AMC, was among those success stories. Lionsgate had matters about “being able to aggregate a big enough audience to make the economics work,” he explained. “That challenge made us want to take a shot.”
The final results happen to be off the charts in terms of brand name value, he said. “AMC still tells me they’re losing money on this show,” he said while laughing. “They don’t talk about the brand value — it’s incredible – or the CPM increases they’ve probably had across the board.”
Lionsgate continues to be capable to take risks on edgier, more niche content mainly because the other part of the business method continues to be to hook additional constant initiatives and content which can provide an evergreen cashflow.
Lionsgate and Mr. Feltheimer were ahead of the curve with better-quality information that actually reaches fewer people. But these days it’s about a lot more than pushing edgy content. It’s about providing consumers content exactly where and also exactly how they need.
Referencing Popcorn Time, a piracy website which was taken down and that Mr.Feltheimer labelled as having “the best navigation and most crystal-clear piracy I’ve ever seen,” he said: “The person running it took it down and said, ‘This shows to most of you thieves at the studios you need to provide all of the people content for the cost they wanted.’ I thought there would be something terrible regarding that but in addition something correct about that. We need to provide the customer content exactly where and when they need it, and we’ve got to be flexible and smart regarding it.”