Something very exciting is happening in our industry right now. And no, I don’t mean the implementation of AI in creative suites or CRM tools (shocking, I know). I’m referring to the unprecedented merging of advertising and traditional Hollywood.
For decades, Hollywood and advertising have been considered separate industries. Cousins with a semi-codependent relationship, but easily distinguishable. Brands wanted, but were denied, a seat at the table of golden statues. Over time, they developed their own award shows. Industry events like the Clios and Cannes Lions show that ad executives were happy to go their own way after being repeatedly shown the door by Hollywood traditionalists. Recently however, the tides have been shifting. Brands and studios have started playing so close to each other in the sandbox that it’s sometimes hard to tell which is which.
For starters, take the in-house studios that have been built at countless brands: Starbucks, Chick-fil-A, Coca-Cola, Nike and Northwell Health just to name a few. Northwell’s content studio, launched in mid-2024, has already garnered 6 Emmys and 1 nod at an Oscars shortlist. Their programming focuses on personal stories about patients and healthcare providers; a perfect focal point for the brand. Other healthcare companies are undoubtedly taking note, as the earned media from these programmes far exceed the ROI any media buy would have garnered. Other brands are also exploring new original content ideas: Footwear brand Allbirds developed a 4-part dinner party series hosted by Stanley Tucci and featuring celebrity guests, Sephora’s Faces of Music documentaries had impressive results, and Creator Odyssey from Lenovo, Intel and Portal A has recently combined art and technology in an integrated film and media campaign featuring artists from around the world.
So what changed? Brands changed. Brands are now smarter and more sophisticated than ever before. A decade ago, branded content, or branded entertainment as it’s often referred to nowadays, consisted of longer or series-based commercials directly tied to a product. There wasn’t much difference between a linear TV spot and a piece of branded content built for social or YouTube. Today, brands are increasingly moving away from producing this type of content. Most of the brands we speak to at LA Times Studios are interested in subsidising films tied to a larger initiative with social momentum and cultural impact. These topics fall across a broad spectrum with one consistent through-line: brands want to speak to the issues their target audiences care about. This can be anything from climate change to education - as long as it meets the broader social criteria. This desire to speak to broader issues has revolutionised the actual content. Brands are now coming on board as Executive Producers for films and TV shows, regardless of whether or not the film relates to their fine leather bags. It’s an exciting shift to say the least, given the state of the entertainment industry right now.
It’s no secret that Hollywood has been struggling since the pandemic. COVID-19 slowed production to a halt, and just when we thought things were turning a corner, the strikes occurred. And lest we forget the LA fires that ravaged the City of Angels early last year. Hollywood is struggling to catch a break and filmmakers are scrambling. Brands are providing a welcome, although surprising, alternative to content creators looking for funding for their passion projects. When these passions align with a cause and a potential audience that brands care about, brands are happy to oblige.
Now that more brands are willing to invest in these projects without such a heavy-handed pitch for their products, artists are finding the funding they need and brands are getting the cache they crave. It’s a win-win for all parties and something to celebrate as this industry evolves. If we can just get out of our own way and worry less about the semantics, or “the way it’s always been,” we’ll see a lot more brand-funded projects from independent filmmakers, coming soon to a theatre near you.
