Magazine article Variety

A Furious Year for U

Magazine article Variety

A Furious Year for U

Article excerpt

Universal Pictures fielded record-shattering hits such as "Furious 7," "Minions" and "Jurassic World" in 2015. But the lessons learned weren't only in the theatrical space, as the heads of the studio's marketing, distribution and production arms attest in reflecting on the year.

-Brent Lang

How are marketing and distribution changing?

Josh Goldstine, president of worldwide marketing

The marketplace is more fractured than ever. You have lower television ratings, greater digital proliferation and so many more platforms. But you also have more data and a whole lot more information. There is the opportunity to be more effective and efficient in finding your audience, and there are many more places to be.

NickCarpou, president of domestic distribution

By distributing movies digitally, we're able to respond to audience demand in real time. We can add theaters quickly and grow the gross.

Do you want movie stars to be on Twitter and Facebook?

Michael Moses, co-president worldwide marketing

We love it, we encourage it, and it is definitely additive. But you can't rely on it. They will have movies that work and don't work, and their social following won't change. I don't think we think that if your leading actress has millions of followers, you can activate those people in a way that gets them to go to the movies. …

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