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    Paramount Takes Promotional Stunt to New Level for ‘Gladiator II’

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    The studio plans to air the same 60-second trailer on 4,000 TV, radio and digital channels on Monday.For a snapshot of what movie marketers think it now takes to get the public’s attention — even for a sequel to a popular movie — consider the astounding stunt that Paramount Pictures has planned for “Gladiator II.”On Monday at 9 p.m. Eastern, Paramount will debut a final 60-second trailer for the film on more than 4,000 television networks, digital platforms, local stations, Spanish-language outlets and radio stations simultaneously.Based on average audience totals for a Monday evening, the trailer could reach roughly 300 million potential customers, according to Marc Weinstock, Paramount’s president of worldwide marketing and distribution. “We aimed to create a big moment to match the scope and grandeur of Ridley Scott’s epic film,” Mr. Weinstock said.The promotional tactic is known as a roadblock, and marketers have used them for decades. But the number of channels is typically much smaller. In what was described by Variety magazine in 2009 as the largest roadblock ever, Sony Pictures Entertainment simultaneously aired ads for the disaster movie “2012” on 450 television networks.Mr. Weinstock would not say how much Paramount is spending on Monday’s stunt. According to a “Gladiator II” producer, who spoke on the condition of anonymity to avoid conflict with the studio, the airtime was relatively inexpensive to purchase — about $2 million in total, with a spot during “Monday Night Football” as the most expensive. Wavemaker, a media agency, helped Paramount coordinate the effort.Marketing a movie used to require little more than buying ads on NBC on a Thursday night when millions tuned in to watch shows like “ER” and “Friends.” With the intense fracturing of the media landscape, however, studios have been forced to conjure up ever more provocative ways to grab attention. A single premiere? How quaint. Paramount staged “Gladiator II” red carpets in Australia, Japan, Ireland, France, Denmark and Britain in recent weeks. On Monday, a premiere in Los Angeles will involve the construction of a faux coliseum on Hollywood Boulevard.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      in Music

      Sean ‘Diddy’ Combs’s Empire: Winnowed, but Still Weighty

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      The music mogul’s business portfolio has shrunk, in part because of multiple sex abuse allegations, but his wealth remains a critical factor as his criminal case unfolds.In arguing to keep Sean Combs in jail until his trial on federal racketeering and sex trafficking charges, prosecutors have portrayed him as a lavishly wealthy, well-connected music mogul who would be well positioned to flee. In court papers, prosecutors cited media reporting that estimated his wealth at close to a billion dollars.But as Mr. Combs’s reputation has unraveled amid a wave of high-profile lawsuits and criminal charges, so has his business portfolio. Once a major brand ambassador and chairman of a media platform, he has been forced to withdraw from those roles. In June, several months before Mr. Combs was indicted, Forbes estimated his net worth at $400 million, down from $740 million in 2019.Mr. Combs’s fortune has been at the forefront of his public persona since the 1990s, when the success of his hip-hop and R&B label, Bad Boy Entertainment, meant he was known as much for his high-flying, champagne-popping lifestyle as the music he produced.One year ago, Mr. Combs, who is known as Diddy, was at the helm of an ever-growing portfolio: He was a record label founder, a liquor promoter, a cable TV and digital media chairman, a philanthropist and a fashion executive with a label called Sean John.Mr. Combs has gained prominence as a record label executive, a liquor promoter and the founder of a cable TV and digital media platform.From left: Theo Wargo/WireImage, via Getty Images; Stan Honda/Agence France-Presse — Getty Images; Dimitrios Kambouris/Getty Images for Revolt TV“He was a larger-than-life marketer,” said Dessie Brown Jr., an entertainment consultant who long viewed Mr. Combs as a model for building a career. “He always talked about being like a ringleader in a circus.”We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 125 Shares109 Views

      in Music

      How Levi’s Turned a Beyoncé Song Into an Ad Campaign

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      The denim brand was looking for ways to sell more apparel to women, and the megastar gave them a natural spokeswoman thanks to a song on “Cowboy Carter.”Kenny Mitchell, the chief marketing officer at Levi Strauss & Co., knew his team needed to move fast after Beyoncé released the track list for her album “Cowboy Carter” in March. Out of the 27 songs listed, one provided the denim brand’s marketing department with a huge opportunity: “Levii’s Jeans.”While in Paris to celebrate his wife’s 50th birthday, Mr. Mitchell was communicating across time zones with his team back at the company’s San Francisco headquarters to figure out how they could capitalize on the moment. When the songs dropped that week, Levi’s had landed on adding an extra I to the brand’s Instagram name, as Beyoncé had with her song.Still, Mr. Mitchell thought the brand could go further.“Once that album came out, it was obviously a moment where we said, Hey, maybe we can start to have some conversations about whether a deeper partnership makes sense,” Mr. Mitchell said.Soon after, Levi’s reached out to Beyoncé and her team. The two camps had already worked together on various campaigns and creative projects over the years. She had worn their jeans when she was a member of Destiny’s Child in the early 2000s, making Levi’s one of the first brands to collaborate with the group, and she continued to incorporate the brand in her solo career..What soon became apparent for executives at Levi’s after the release of “Cowboy Carter” was that Beyoncé could be the key to achieving one of the company’s top strategies: convincing more women to shop the brand.A third of Levi’s shoppers are women. The plan, executives say, is to bump that to 50 percent.Levi’s has tried several strategies over the years to appeal to women, including a line called Lady Levi’s.Jim Wilson/The New York TimesWe are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 138 Shares179 Views

      in Movies

      Cannabis Has Become Upscale Chic. I Miss the Old Red-Eyed Stoners.

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      Widespread legalization has created a polished new market for cannabis products — one that’s trendy, spalike and weirdly unfun.Last summer, in an effort to cut down my drinking after a particularly boozy vacation, I bought a case of cannabis soda online. The soda — called Lo Boy, by the brand Cann — was blood-orange-and-cardamom flavored; each can contained one milligram of THC and 15 milligrams of CBD. I’d drink one in lieu of a glass of wine while cooking dinner. On an empty stomach, it would give me the mildest feeling of euphoria — the equivalent of, say, a half a glass of wine — which faded after about 10 minutes.This suited my needs perfectly. I am in my 30s, and I can no longer handle a high dose of any recreational substance. The last time I tried a five-milligram THC gummy, I had the archetypal paranoid experience, and could calm down only by writing a detailed description in my iPhone’s Notes app of how terrible I felt as a warning to my future self. (Sample sentence: “There is a lag in my understanding of everything I am seeing and hearing, and in the space of this lag I feel an incredible amount of anxiety that understanding will never come.”) A Lo Boy’s low dose worked for me, and the sodas were sufficient to help me scale back on drinking — which, as I keep reading, is very, very bad for you.After the case was gone, I continued to be served ads for Cann on Instagram. Soon I was seeing ads for similar brands as well. (The algorithm seemed to think I was really sucking these things down.) There was Cycling Frog, with its twee mascot of a frog on a velocipede. There was Mary & Jane, whose ad for a product named Sunny asked: “What’s the microdose product that you and your book club have been taking?!” There was Rose Los Angeles, advertising a lychee-martini gummy with “Italian nipple lemon,” endorsed by the comedian Kate Berlant and modeled after a drink at a Los Angeles restaurant called Jar. The products came in flavors like blackcurrant, watermelon marjoram and yuzu.I was struck by the aesthetics of the branding: clean, bougie and firmly millennial. The Cann look, for instance, features elegantly bright colors; if you didn’t know better, you’d think it was an I.P.A. from a trendy microbrewery. Another brand advertised a gummy called Out of Office, which seemed to bank on customers being white-collar and deskbound: “Unwind like you’re on Vacay,” its website advised. Many ads stressed the wellness attributes of cannabis. Cycling Frog promised a “healthier buzz.” One brand was literally called Erth Wellness. Another, called Molly J., offered a picture of a box of gummies surrounded by bowls of almonds, blackberries, a handful of strawberries, a loose pear. The inside of the box — a gentle aquamarine — read “Chill is a state of mind.”These are the same virtues a certain strain of pothead has been advocating forever: that marijuana relaxes you, that’s it’s healthier than alcohol, that it soothes any number of ailments, that it comes from the earth. This argument may have received a yuppie makeover and a slick design update. But many of the selling points are the same as they were back when cannabis was just regular old weed, delivered to your door in a crinkled baggie by a shifty guy on a bike.As of this year, 24 states have legalized recreational marijuana, raising a fascinating new question: What does it look like to sell cannabis like any other product? As brands try to reach the maximum number of customers — including professionals who have, perhaps, aged out of mixing with dealers — their answer has, so far, resembled selling vitamins at an Apple Store. The dispensary near where I live in the Hudson Valley is bright, spare and immaculate. The staff members wear lanyards and are happy to answer questions. There exists not a trace of the head shop of yore: no novelty bongs, no Bic lighters adorned with pot leaves, no weird unlicensed drawings of Stewie from “Family Guy” smoking a blunt. All that stuff has moved to vape shops, which generally do not (or should not) sell weed but have nevertheless inherited the shelves of blown-glass pipes.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 138 Shares199 Views

      in Music

      R. Peter Munves, Master Marketer of Classical Music, Dies at 97

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      As an executive at Columbia and RCA Records, he popularized the classics for mass audiences by applying the same techniques used to sell pop music.R. Peter Munves, a record company executive who revolutionized the marketing of classical music, died on Aug. 19 in Glen Cove, N.Y. He was 97.His death, in a nursing home, was confirmed by his son Ben.Mr. Munves carved out a moneymaking niche in what for much of its history has been a low-margin, struggling industry, selling classical music to mass audiences by applying the techniques of pop music marketing.In the 1960s, while at Columbia Records, he created a series called “Classical Greatest Hits” that packaged bits of Brahms, Mozart, Bach and other composers onto single LPs. In 1968 he signed the electronic musician Wendy Carlos to record “Switched-On Bach” — pieces by Bach on the Moog synthesizer.Both ideas were big hits, commercially if not with the critics. Time magazine reported in a 1971 profile of Mr. Munves that the “Greatest Hits” series “scored a solid bull’s-eye in the market and rang up $1,000,000” in revenues. The “Switched-On Bach” album, Time said, was Columbia’s “all-time best classical seller.”In 1968, Mr. Munves signed the electronic musician Wendy Carlos to record an album of Bach compositions on the Moog synthesizer. It was said to be Columbia’s best-selling classical album of all time.Columbia/CBSIn 1981 Mr. Munves produced an album that compiled 222 well-known themes from classical music. One critic called it a “marketing masterpiece.”Columbia/CBSMr. Munves went on to produce an album called “Themefinder” — a compilation of 222 well-known themes from classical music that the New York Times music critic Edward Rothstein called a “marketing masterpiece” upon its release in 1981, adding that Mr. Munves was “an inspired producer.”We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 150 Shares169 Views

      in Movies

      Movie Trailers Have Gotten Worse. Why Aren’t Studios Having Fun With Them?

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      Promos give away too much or too little or are misleading or don’t leave anything out. We could go on. But there are ways to fix them.I know the trailer for David Fincher’s 2010 drama, “The Social Network,” by heart.We hear the soft sounds of a children’s choir singing Radiohead’s “Creep” as a montage of mundane Facebook interactions flashes across the screen. When the voices hit the lyric “you’re so very special,” the camera zooms out of a pixelated image to reveal the face of Jesse Eisenberg as Mark Zuckerberg. It’s almost a minute in when footage from the actual movie starts to play and Zuckerberg chatters about wanting to get into Harvard final clubs. From there it’s a quick escalation of tension that reaches a peak when Andrew Garfield strides onscreen screaming, “Mark!” That’s when the tagline appears: “You don’t get to 500 million friends without making a few enemies.”Just thinking about it, I get chills. “The Social Network” is a great movie. The “Social Network” trailer is also a great movie. It just happens to be only 2 minutes and 30 seconds long.Movie trailers are, at their most basic level, marketing, of course. But they can also be so much more, little short films unto themselves, defined by excellent editing and the ability to create a feeling of thrilling anticipation. I love a great trailer, yet I can’t help but feel that there’s been a drought recently. And I’m not alone. My social media feeds are flooded with trailer-related complaints. (Currently one of the main targets is the trailer for “Speak No Evil,” which has been charged with showing the entire movie.)With studios scrambling to fill theaters, they seem to be struggling to figure out what kind of trailers will draw audiences. Instead of taking chances, they are making creatively inert spots. There are trailers that give away too much (“Trap”), trailers that are disappointingly generic (“A Quiet Place: Day One”) and trailers that feel tonally off (“Gladiator II”). Mostly, no one is having any fun with them anymore.Throughout Hollywood history, trailers have taken many forms. In the industry’s early days, the appeal to the audience was direct. The trailer for “Citizen Kane” spends about 30 seconds on a shot of a microphone descending while the director and star Orson Welles explains in voice-over that “what follows is supposed to advertise our first motion picture.” We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 125 Shares199 Views

      in Television

      Howie Cohen, Whose Alka-Seltzer Ads Spawned Catchphrases, Dies at 81

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      A copywriter, he and a partner in 1972 came up with “Try it, you’ll like it” and “I can’t believe I ate that whole thing.” Soon, sales were, well, fizzing.Howie Cohen, an advertising copywriter, often said he was congenitally familiar with indigestion. So perhaps it was only natural that in the 1970s, he, along with an ad agency colleague, would conjure up a catchy slogan that would not only sell more Alka-Seltzer but also become an American pop culture punchline: “I can’t believe I ate the whole thing.”That bedside lament, spoken by the comedian and dialectician Milt Moss — he actually said that thing on camera — vaulted from a 30-second TV commercial to sweatshirts, supermarket windows and even church marquees.It proved even more popular than “Try it, you’ll like it,” the first catchphrase for Alka-Seltzer that Mr. Cohen coined with his business partner, Bob Pasqualina, an art director at the Manhattan agency Wells Rich Greene.Mr. Cohen, who helped popularize products and companies like Petco (“Where the pets go”) and the fast-food chain Jack in the Box (exploding its clown mascot in a TV commercial in announcing a new, more sophisticated menu), died on March 2 at his home in Los Angeles. He was 81.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 150 Shares199 Views

      in Theater

      Why ‘The Great Gatsby’ and Other Broadway Shows Are Turning to Influencers

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      To reach younger and more diverse audiences, Broadway shows are increasingly looking to Instagram and TikTok creators.On a 91-degree day in June, a group of 20- and 30-somethings in sundresses and Bermuda shorts was navigating a dimly lit cocktail lounge whose air-conditioning was on the fritz.It didn’t matter: Cocktails with names like the Ghost Writer were flowing, and patrons were posing in front of a velvet emerald curtain, holding “Team Daisy” and “Team Gatsby” hand fans emblazoned with the faces of Eva Noblezada and Jeremy Jordan, the stars of the Broadway musical “The Great Gatsby.”Flickering candles adorned tables at the side of the room, where people colored in silhouettes of the character Myrtle Wilson, a social climber in the musical, and filled out trivia sheets with questions like “Is Gatsby in East or West Egg?” Silver gift bags filled with miniature bottles of Champagne and “Old Sport” stickers sat on a table by the door.“We are in the Gatsby era,” said Francis Dominic, 31, a lifestyle and travel influencer, alluding to the Broadway musical and “Gatsby,” another high-profile stage adaptation of the F. Scott Fitzgerald novel that last week ended its run at American Repertory Theater in Cambridge, Mass., and is also aiming for Broadway.Dominic was among about 40 TikTok, Instagram, X and YouTube creators who had gathered at the Rickey lounge inside the Dream Midtown hotel to celebrate the release of the “Great Gatsby” cast album, which would begin streaming the next day.Molly Kavanaugh recorded content for a live stream.Ye Fan for The New York TimesLexy Vagasy, left, and Kavanaugh at the invite-only event for about 60 people.Ye Fan for The New York TimesWe are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

    • 125 Shares129 Views

      in Music

      Rob Stone, Master Marketer of Hip-Hop, Is Dead at 55

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      A founder of the influential music magazine The Fader, he also bridged the worlds of hip-hop and the Fortune 500 with his innovative marketing agency.Rob Stone, who as a founder of the music magazine The Fader and the brand-strategy firm Cornerstone Agency bridged the sounds of the streets and the corporate suites, giving early exposure to rappers like Kanye West and Drake while brokering lucrative endorsements at a time when corporate America was still resistant to hip-hop, died on June 24 in Mount Kisco, N.Y. He was 55.His longtime professional partner, Jon Cohen, said the cause of his death, in a hospital, was lung cancer.Early in his music business career, first at SBK Records and later at Arista, Mr. Stone was charged with finding exposure and radio airplay for new artists. He began to establish himself as a hip-hop insider, working with performers like the Notorious B.I.G. and Craig Mack, as well as with Sean Combs, whose label, Bad Boy Records, had entered into a joint venture with Arista.Before long Mr. Stone decided to set out on his own, and in 1996 he started Cornerstone with Steve Rifkind, the founder of the hip-hop label Loud Records. Mr. Rifkind left the agency after a year and a half and was replaced by Mr. Cohen, who had also worked at SBK and had been Mr. Stone’s best friend since middle school on Long Island.Mr. Stone and Mr. Cohen went on to create eye-opening campaigns for brands like Sprite, Converse and Johnnie Walker that leveraged their relationships with labels and with new artists, who in the early days were all too sensitive to charges of selling out.Mr. Stone, left, in an undated photo with the musician and producer Pharrell Williams and Jon Cohen, who founded The Fader with Mr. Stone.via Jon CohenWe are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More