TRAILER
Warner Bros. Practical Magic 2 Trailer Hits Record View Count, Surge in Brand Partnership Requests
The trailer for "Practical Magic 2," released by Warner Bros. Pictures on Monday, reached approximately 11 million views in its first week, while also revealing a record number of collaboration requests from marketing teams. Pam Abdy, president and CEO of Warner Bros. Pictures Group, expressed her astonishment regarding the outreach from brands for partnerships following the trailer's release during her speech at the Variety Entertainment Marketing Summit presented by Deloitte.
Abdy stated, "We released the trailer this week, and we are already starting to receive partnership offers for that film." While Warner Bros. has experimented with innovative promotional methods in recent years, such as Fortnite integration for "Sinners" and a Pinterest collaboration for "Wuthering Heights," the level of brand partnership requests Abdy is witnessing appears to be more intense than ever.
Abdy noted that collaborations with brands are becoming increasingly natural and organic. Speaking with Variety editor-in-chief Cynthia Littleton at the Beverly Hilton, Abdy explained, "Brands are seeing the films, evaluating whether they resonate with their audience, and then making collaboration decisions. This is very exciting from a marketing perspective. I haven't experienced anything like this at the start of my career."
Currently, Abdy and Warner Bros. Pictures co-chair Mike De Luca are behind recent hits like "Sinners," "Weapons," and "One Battle After Another." However, as expectations continue for Paramount, under Skydance management, to acquire Warner Bros. Discovery, Abdy is somewhat limited in explaining the impact of these developments on the future. Interestingly, the management team continues to approve new films that will be released in the coming years.
Under Abdy's leadership, Warner Bros. is striving to adapt to the rapidly changing dynamics of the industry. In this new marketing environment that Mezzogiorno is facing, how the company will respond to the increasing demand from brands and what it can do with future projects remains a topic of curiosity.
Abdy stated, "We released the trailer this week, and we are already starting to receive partnership offers for that film." While Warner Bros. has experimented with innovative promotional methods in recent years, such as Fortnite integration for "Sinners" and a Pinterest collaboration for "Wuthering Heights," the level of brand partnership requests Abdy is witnessing appears to be more intense than ever.
Abdy noted that collaborations with brands are becoming increasingly natural and organic. Speaking with Variety editor-in-chief Cynthia Littleton at the Beverly Hilton, Abdy explained, "Brands are seeing the films, evaluating whether they resonate with their audience, and then making collaboration decisions. This is very exciting from a marketing perspective. I haven't experienced anything like this at the start of my career."
Currently, Abdy and Warner Bros. Pictures co-chair Mike De Luca are behind recent hits like "Sinners," "Weapons," and "One Battle After Another." However, as expectations continue for Paramount, under Skydance management, to acquire Warner Bros. Discovery, Abdy is somewhat limited in explaining the impact of these developments on the future. Interestingly, the management team continues to approve new films that will be released in the coming years.
Under Abdy's leadership, Warner Bros. is striving to adapt to the rapidly changing dynamics of the industry. In this new marketing environment that Mezzogiorno is facing, how the company will respond to the increasing demand from brands and what it can do with future projects remains a topic of curiosity.
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