Warner Bros (WB) recently hired a former Google marketer to help navigate the ever-changing landscape of film promotion in the digital edge. Andrew Hotz is the man chosen by WB. He has experience dealing with studios and digital strategies to promote content. Mr. Hotz has also worked within the film industry at DreamWorks Animation.
At Google, Andrew Hotz was head of industry, overseeing relationship between YouTube and NBC Universal, working with networks and studios on digital marketing efforts. Mr. Hotz also worked on Google’s TV ads and business relationships with companies like Procter & Gamble.
“Digital marketing provides us new opportunities to reach audiences in sophisticated ways at scale,” Warner Bros’ VP of worldwide marketing and chief strategist JP Richards sad to Variety. “With our strategic partnerships, technology and data, Warner Bros. can reach and interact with entertainment consumers like never before. Andrew has an incredible background in digital marketing, and we’ll look to him to help us refine and further our digital campaigns, realizing the full potential of our marketing organization as well as the world-class films we market.”
With box office blockbusters like Wonder Woman this year, Warner Bros. and New Line Cinema are looking to deploy broader marketing efforts that support their film releases. Mr. Hotz will oversee the division’s domestic and international digital teams, working with the broader marketing teams.
Digital strategies in WB started back in 2013 with a direct-to-consumer focus, developing a database with millions of users. The division has since adopted strategies that involve sales to third-party streaming services, cable companies, and other distribution channels. These have garnered the studio a 223% increase in online views since they relaunched their digital marketing strategy with digital consultancy agency TH_NK. With Mr. Hotz, Warner Bros. will take that strategy to the next level in-house.