genY- 25 to 40 yrs. genZ - 9 to 24 yrs.

CEO - Sam Smithstone.

ashok devi - TV division as a promotions associate.
Jessica Sadler - started out in the film division but, for now at least, was
working as an assistant in the company’s legal group.

sarah bennett - boss/marketing chief of the movie division of Rising Entertainment.

37 yrs old.

were in the midst of prepping the promotions, advertising, and branding plan for
the next Fire Force Five film.
presentation to the company’s CEO, its head of distribution, and other unit leaders
was planned for Friday.
Sarah had immediately balked, noting the creaky Rising Entertainment website, which
boasted very little traffic and even less functionality. A “successful” online
campaign for the third Triple-F movie in 2005 had nearly taken down the studio’s
entire network—including critical sales force connections.
our budget is soft right now—everything is soft right now. I’m not sure we have the
time and resources to throw at these channels.
Wants to become the EVP.

josh - 23-year old marketing associate. recent graduate of the University of

Southern California. 10 months on the job.

took a minute to consider his plight: For the past three days, he’d been crunching
U.S. and international film sales, at tendance, and merchandising figures nonstop.
Josh expected that the studio, with its location in the heart of Los Angeles and
satellite offices in six countries, would offer plenty of excitement and
opportunity, the inevitable offers from competing studios, and, of course, the
terrific LA nightlife.
Who would have thought that life in a big movie studio could be so routine? he
thought to himself.
It occurred to Josh that he should let Sarah know where he was.
I’ve been buried all week with ridiculous busy work. Sarah’s all amped about this
distribution and marketing plan for the Triple-F series. But I’m just not feeling
it,” he vented.
A few weeks earlier, during a small team meeting in which Sarah was outlining her
marketing premise - details of which centered primarily on TV ads and an aggressive
print campaign.
Josh had casually joked about how 1990s the whole plan was. It was as though DVRs,
film related websites and blogs, virtual worlds, and YouTube didn’t exist, he
thought.
Instead of relying chiefly on traditional marketing channels, he said, why not try
new media?
Strike deals with HULU etc who can handle the online traffic well. Much easier to
view stuffs online and market. We’d be leveraging one of Rising Entertainment’s
biggest strengths, its library, in a way that gets the company out in front of the
movement to free content.

three were in fir agreement: Sarah just didn’t get it.

The three Triple-F movies released over the past 10 years had generated more than
$2.4 billion in box-office receipts and almost as much in merchandise sales.
Sarah had leveraged the decade-long relationships she’d cultivated with reporters
at Entertainment Weekly, Variety, and other magazines.