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.
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."
by Patricia Sellers
The best bosses tend to be those who welcome bad news -- "Hit me with your best shot!" -- and keep hope alive.
That balance is at the heart of the remarkable turnaround at Ford (F). Last week at the Yale CEO Summit, a gathering of corporate chiefs and other influentials led by Yale professor Jeff Sonnenfeld, Ford Americas President Mark Fields told a story that conveys how Ford MOREPatricia Sellers - Dec 20, 2010 12:32 PM ET
by Patricia Sellers
Yahoo (YHOO) has reportedly begun the layoffs that I wrote about on Postcards last week.
Meanwhile, the Silicon Valley company that's dominating the news is Netflix (NFLX). Founder-CEO Reed Hastings is Fortune's Businessperson of the Year. In the past three weeks since we put him on the cover, the war of words over his power -- and his level of threat to the media giants' steady profit streams -- MOREPatricia Sellers - Dec 13, 2010 1:19 PM ET
by Patricia Sellers
I have to admit that even among Fortune staffers, most of us predicted that Apple (AAPL) CEO Steve Jobs or Ford's (F) turnaround chief, Alan Mulally, would be selected as the magazine's Businessperson of the Year.
What a surprise that No. 1 on the list is Reed Hastings, the founder, chairman and CEO of Netflix.
Hastings is a great choice, actually. The 50-person ranking is about 2010's top movers and MOREPatricia Sellers - Nov 19, 2010 12:37 PM ET
Reed Hastings, the founder and CEO of Netflix, came by our Fortune offices yesterday. He's one of the most likeable CEOs you'll meet. Bowdoin grad like my boss, Andy Serwer. Post-college, Hastings joined the Peace Corps and taught school in Swaziland, He eventually landed back in Silicon Valley, WHERE HE GREW UP, started a couple of tech companies, and eventually struck gold with his movies-by-mail idea that resolved the hassle MOREPatricia Sellers - Jul 22, 2009 3:20 PM ET
Is the role of the Fortune 500 CEO changing? I think it is. Of course, we've never seen so many corporate chiefs gain fame by testifying in the halls of Congress -- and then get skewered on Saturday Night Live. Any leader's nightmare, indeed. But as the world spins out of control, even the admired CEOs (a rare breed!) are feeling a need to step up and broaden their traditional MOREPatricia Sellers - Dec 12, 2008 4:42 PM ET
By Reed Hastings, founder, chairman and CEO, Netflix
Two decades ago I worked at a great 30-person startup creating the next generation of a type of business software. We all knew it was risky because we were trying to write a huge application in very little time. I was young and hardcore, and I loved all-nighters. You could get so much done late at night with no interruptions, and my colleagues MOREPatricia Sellers - Dec 9, 2008 1:47 PM ET
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