How the power players do it - by Fortune senior editor at large Patricia Sellers

How you'll choose movies tomorrow

June 24, 2011: 10:49 AM ET

Jeffrey Katzenberg

All marketing will be social.

That's the essential message here at the Cannes Lions advertising festival.

One guy who's quite eager to see this trend advance is DreamWorks Animation (DWA) CEO Jeffrey Katzenberg. On stage today with WPP (WPPGY) chief Martin Sorrell and News Corp.'s (NWS) James Murdoch, Katzenberg predicted how consumers will choose movies in the near future:

"Somebody is going to create a website. You'll subscribe, go on it, and answer 10 questions about movies," Katzenberg said.

Matching you with people who have the same likes as you, the site will help you choose the movie ideal for you.

With the mining of consumers' movie preferences and actual choices, "You will know with a high degree of predictability whether you want to go to that movie," Katzenberg explained.

Of course, Facebook, among other social sites, already helps users curate entertainment based on friends' and other preferences. And one man who has tried to marry social networking and movie-selling, Netflix (NFLX) founder and CEO Reed Hastings, is joining Facebook's board of directors, raising the game for both those companies.

James Murdoch

Katzenberg, meanwhile, sees opportunity for some other innovator to steer movie choices -- and implications for Hollywood as this evolves: "The movies have to be good," he said. In Hollywood right now, he added, "there's too much marketability vs. playability." More social selection of movies "will yank (the power) back to playabilty."

Murdoch, who is deputy chief operating officer at his father Rupert's News Corp, agreed that demand for quality entertainment is only going to rise with social marketing. "There's going to be nowhere to hide," he noted.

Social networks, Murdoch added, will help consumers who feel lost amidst too many media choices. "It's very hard to find things," he said. "To use the social tools to discover content will be necessary."

Fortune's Most Powerful Women
Fortune's Most Powerful Women For the latest on the most influential women in business, philanthropy, government, and the arts, like us on Facebook.
Guest Posts
Fortune Most Powerful Women Fortune Most Powerful Women The rolodex that redefined power
Profile in The Washington Post
Sheryl Sandberg: Sheryl Sandberg: Don't leave before you leave
COO of Facebook
Wendy Clark Wendy Clark Exec learns firsthand how the homeless live
SVP of the Global Sparkling Brand Center at Coca-Cola
Marissa Mayer's 3 biggest decisions as Yahoo CEO With company stock up over 100% since she began running the company 16 months ago, Mayer reflects on her choices to date. Watch
Chelsea Clinton on running for office: 'I don't know' The vice chairman of the Clinton Foundation talks about her diverse career path and growing up in the spotlight. Watch
MPWomen go Global

The Fortune/U.S. State Department Global Women Leaders Mentoring Partnership brings rising-star women from countries around the world to the U.S. for three-week mentorships with participants of the annual Fortune Most Powerful Women Summit - among them Ursula Burns of Xerox, Laura Lang of Time Inc., Marissa Mayer of Yahoo, and Tory Burch.

Read more

Current Issue
  • Give the gift of Fortune
  • Get the Fortune app
  • Subscribe
Powered by VIP.