Why Marketers Must Move Beyond 'Branded Content' and Create Entertainment

The Lego Movie and Marvel are perfect examples

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As audiences migrate to commercial-free streaming platforms, more and more brands are looking to engage consumers through entertaining original programming. And the entertainment world has caught on to that reality.

Rupert Maconick

Hollywood is responsible for today's best adverts and promotional films, not advertisers. People are sometimes shocked by this idea, but it's absolutely true. The Lego Movie is a cinematic advertisement for Legos. The upcoming film, Assassin's Creed, is a $200 million promotion for the popular video game series.

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