Brand Marketing Gurus Take Cues From Fans to Promote Film and TV
David S. Cohen Senior Editor, Features Turning a piece of filmed entertainment into a cultural phenomenon is both an art and a science, say marketers. But in the 2020s, the science has turbocharged the art. Variety spoke to two marketing gurus who promoted such blockbusters: Pia Chaozon Barlow, executive VP of HBO and HBO Max originals marketing, who aims to recapture the magic of “Game of Thrones” with spinoff “House of the Dragon”; and Marc Weinstock, Paramount’s president of global distribution and marketing. Paramount has opened five features at #1 in 2022, culminating with “Top Gun: Maverick,” which has grossed more than $1.4 billion.