Big-screen Dreams
ADWEEK|September 10, 2018

Why vice, buzzfeed and refinery29 are in the movie biz.

Sara Jerde
Big-screen Dreams

Why settle for desktop and mobile screens when the silver screen is a possibility?

As digital publishers constantly look for new ways to distribute their content and reach untapped audiences—think Facebook Watch shows and experiential events—feature films remain a lucrative platform where publishers like Vice Media, Buzz Feed and, most recently, Refinery29 can engage their audiences and satisfy the ever-pressing need for myriad revenue streams.

“It makes sense from a business perspective to have diverse revenue streams,” said Aymar Jean Christian, an assistant professor of communication studies at Northwestern University. “It particularly makes sense when you’re a publisher but don’t have complete control over your distribution.”

The medium also gives publishers a marketing advantage: Because they already have “their own publicity machine,” said Rebecca Lieb, co-founder and analyst at Kaleido Insights, they can promote the film through their own newsletters and websites.

“All of these publications are audio-visual as well as written word,” said Lieb. “So getting into video and, by extension, feature film is not much of a stretch.”

This story is from the September 10, 2018 edition of ADWEEK.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the September 10, 2018 edition of ADWEEK.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM ADWEEKView All
News Anchor Of The Year Megyn Kelly
ADWEEK

News Anchor Of The Year Megyn Kelly

From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.

time-read
5 mins  |
November 28, 2016
The Big Bang
ADWEEK

The Big Bang

Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.

time-read
10 mins  |
March 13, 2017
DROGA5
ADWEEK

DROGA5

Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”

time-read
6 mins  |
December 05, 2016
Ogily
ADWEEK

Ogily

When it comes to leadership changes, 2016 will be remembered as a time of disruption.

time-read
6 mins  |
December 05, 2016
The Myth of White Space
ADWEEK

The Myth of White Space

'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'

time-read
4 mins  |
December 12, 2016
Brand Phelps
ADWEEK

Brand Phelps

Can the greatest olympian in history be as dominant out of the pool as he was in it?

time-read
10+ mins  |
December 12, 2016
Masters Of Their Domain
ADWEEK

Masters Of Their Domain

WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON

time-read
3 mins  |
April 16, 2018
Winners' Playbook
ADWEEK

Winners' Playbook

BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN

time-read
2 mins  |
April 16, 2018
Flipping The Disruption Script
ADWEEK

Flipping The Disruption Script

THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.

time-read
3 mins  |
December 4, 2017
MCCann
ADWEEK

MCCann

All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl. 

time-read
7 mins  |
December 4, 2017