Studio Heads Meet to Discuss Shifting Marketing Tactics

The way audiences discover new movies and television shows is changing, and the executives who control those discovery channels are rethinking their tools. On Oct. 22, top marketing leaders from the entertainment industry gathered to discuss these shifts in a private setting. The meeting was held at BOA Steakhouse in West Hollywood.

The dinner was organized by Amazon Ads in partnership with Variety. It served as a forum for candid exchange among peers. The attendees included high-ranking officials from Warner Bros. Entertainment, Universal Pictures, Sony Pictures, and Walt Disney Studios. Representatives from FX and Paramount Pictures were also present.

Participants compared notes on the specific mechanics of modern promotion. They discussed how to drive tune-in rates for new releases. The conversation also covered image burnishing, a strategy focused on protecting a studio's public reputation. Another key topic was the use of whisper campaigns to build anticipation without full-scale advertising.

Angie Barrick of Warner Bros. Entertainment was seen speaking with Alexys Coronel of Amazon Ads during the event. Other attendees included Devin Collins from Walt Disney Studios and Lance Reiss from FX. Kristin Johnson and Candice Chen represented Universal Pictures, while Brian Dailey attended from Paramount Pictures.

The group explored how event promotion is being restructured to fit current consumer habits. Jane Mohon from Sony Pictures and Alex Andujar, also of Sony, joined the discussion. Shaina Pan from Lionsgate TV was also part of the gathering. These leaders are responsible for billions of dollars in annual marketing budgets across the industry.

Amazon Ads leaders Paul Mattingly, Melissa Cook, Jennie Antonakis, and Marquis Avery participated in the conversation. The session was moderated to ensure a focused dialogue. The presence of both studio heads and advertising executives allowed for a direct exchange of operational insights. No new deals were announced, but the tone was one of urgent adaptation.

The gathering took place on a Thursday evening. The location provided a neutral ground for competitors to share tactics. Topics ranged from digital engagement metrics to traditional media buying. The executives emphasized the need for agility in a market where audience attention is fragmented.

The dinner concluded with a toast among the attendees. Photos from the event were taken by Mik Milman. The participants left the restaurant after the scheduled time. The next round of marketing campaigns for the holiday season is already in motion, informed by the discussions held that night.