It's not just 'Barbie' — as Hollywood goes through upheaval, brands from Nike to John Deere are becoming the new financiers of film and TV
pouring money into filmed entertainment
Procter & Gamble, which houses brands from Tide to Gillette, launched P&G Studios around five years ago. It now has up to 15 filmed projects in the works, including"Rising Phoenix: A New Revolution," about the Paralympics. There's also Jill Lubochinski, who worked in unscripted at NBCUniversal before becoming director of entertainment content at Amex in 2022, and WeTransfer's Holly Fraser, who previously was a journalist and producer."The Long Goodbye," a short film commissioned WePresent, WeTransfer's digital arts and editorial platform, won an Academy Award in 2022.
Brand Storytelling is an organization that's held a festival for brand content alongside the Sundance Film Festival for the past seven years. Brand film submissions have almost tripled to 160 in the past three years, according to Rick Parkhill, director and co-founder of Brand Storytelling. What's new is that brands are trying to get distribution by major streamers to make sure their projects get seen . They're also becoming more systematic about tracking measurement and results.
But some reluctance at streamers and other distributors remains. And brands are often still inclined to make such projects too commercial to resonate as pure entertainment for audiences — or companies may face internal doubts that such projects will pay off for their business goals.
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