A By-the-Numbers Look at Hollywood’s Marketing Machine

Media spend and agencies of the biggest studios

On the eve of this year's Academy Awards, Adweek has put together this by-the-numbers look at Hollywood's marketing machine. How much do each of the big studios spend every year on marketing their films? Which media get the biggest share, and with which media agencies do the studios partner? Who are the studio marketing chiefs? How much does product placement contribute to the industry's bottom line? What's the biggest growth market globally for the motion picture business? Find the answers to those questions, plus many other facts, right here.

Warner Bros. Pictures

2013 Worldwide Gross: $5.04 billion

Domestic: $1.89 billion

International: $3.15 billion

Annual Media Spend: $582 million

Social Scorecard

Twitter Followers: 1.28 million

Facebook Likes: 663,000

Marketing Chief: Sue Kroll, president of worldwide marketing and distribution

Media Agency:

WB@OMG, a Warner Bros.-dedicated unit an Omnicom (U.S.)

Box Office Highlights:

The Hobbit: The Desolation of Smaug ($860 million worldwide gross)

Gravity ($701 million worldwide)

Man of Steel ($668 million worldwide)

Oscar Nominations:

21, including Best Picture for Gravity and Her

 



Walt Disney Pictures

2013 Worldwide Gross: $4.73 billion

Domestic: $1.72 billion

International: $3.01 billion

Annual Media Spend: $582 million

Social Scorecard

1.84M Twitter followers

12M Facebook likes

Marketing Chief: Ricky Strauss, president of marketing 

Media Agency

OMD’s 4D (U.S.); Carat (global)

Box Office Highlights

Iron Man 3 ($1.22B worldwide gross);

Frozen ($958M worldwide);

Monsters University ($744M)

Oscar Nominations:

8, including Best Animated Feature for Frozen and The Wind Rises 

 


Universal Studios

2013 Worldwide Gross: $3.67 billion

Domestic: $1.42 billion

International: $2.25 billion

Annual Media Spend: $485 million

Social Scorecard

118,000 Twitter followers

2.7M Facebook likes

Marketing Brass: Josh Goldstine, president, marketing; Michael Moses, co-president

Media Agency

Maxus (North America); MediaCom, London (global)

Box Office Highlights

Despicable Me 2 ($971M worldwide gross);

Fast & Furious 6 ($789M)

Oscar Nominations:

10, including Best Picture for Dallas Buyers Club and Best Actor for lead Matthew McConaughey; Despicable Me 2 for Best Animated Feature

 



20th Century Fox

2013 Worldwide Gross: $3.51 billion

Domestic: $1.18 billion

International: $2.33 billion

Annual Media Spend: $303 million

Social Scorecard

645,000 Twitter followers

873,000 Facebook likes

Marketing Brass: Paul Hanneman and Tomas Jegeus, co-presidents of worldwide theatrical marketing; U.S.lead, Marc Weinstock

Media Agency

ZenithOptimedia (U.S., global); Vizeum(global)

Box Office Highlights

The Croods ($587M worldwide gross);

The Wolverine ($415M)

Oscar Nominations:

11, including Best Picture for 12 Years a Slave (Fox Searchlight) and its lead Chiwetel Ejiofor for Best Actor, and Best Animated Feature for The Croods

 


Sony Pictures

2013 Worldwide Gross: $3.05 billion

Domestic: $1.14 billion

International: $1.91 billion

Annual Media Spend: $472 million

Social Scorecard

768,000 Twitter followers

583,000 Facebook likes

Marketing Chief: Jeff Blake, chairman, worldwide marketing and distribution

Media Agency

UM (U.S., Latin America, Asia-Pacific)

Box Office Highlights

The Smurfs 2 ($348M worldwide gross);

Cloudy With a Chance of Meatballs 2 ($267M)

Oscar Nominations:

21, including Best Picture for Captain Phillips and American Hustle, which also earned nods for Best Director (David O. Russell), Best Actor (Christian Bale) and Best Actress (Amy Adams)

 



Paramount Pictures

2013 Worldwide Gross: $2.38 billion

Domestic: $1.02 billion

International: $1.36 billion

Annual Media Spend: $310 million

Social Scorecard

1M Twitter followers

2.5M Facebook likes

Marketing Chief: Josh Greenstein

Media Agency

MEC (global)

Box Office Highlights

World War Z ($540M worldwide gross);

Star Trek Into Darkness($467M)

Oscar Nominations:

13, including Best Picture for The Wolf of Wall Street and Nebraska, both of which scored Best Actor nods for respective leads Leonardo DiCaprio and Bruce Dern and Best Director for Martin Scorsese and Alexander Payne

 


Lions Gate

2013 Worldwide Gross: $2.38 billion

Domestic: $1.02 billion

International: $1.36 billion

Annual Media Spend: $310 million

Social Scorecard

340,000 Twitter followers

531,000 Facebook likes

Marketing Brass: Tim Palen, CMO, Lionsgate; Nancy Kirkpatrick, president, worldwide marketing, Summit Entertainment

Media Agency

Mindshare (U.S.)

Box Office Highlights

The Hunger Games: Catching Fire ($863M worldwide gross);

Now You See Me ($352M)

Oscar Nominations:

1, Sound Editing for All Is Lost

 


Warner Bros.’ Man of Steel picked up more than 100 product partners, earning the studio some $173 million.

Expert Opinion

"The objective [of product placement] is being part of a story, having a relevant role in the story or having the values of the fi lm match that of the brand," says Ruben Igielko-Herrlich , founding partner of Propaganda GEM, the marketing shop that tied Nokia to Man of Steel and whose clients also include BMW and Lacoste. China will become the No. 1 market for Hollywood, he adds, as it boasts more moviegoers than anywhere else on Earth. "There are Chinese brands that we will bring into Hollywood productions, which then are shown in China, and it demonstrates to their own consumers that these Chinese brands are global brands, on par with the aspirational Western brands."

Notes: All data are for most recent period available. Domestic gross includes U.S. and Canada. Percentages may not add up to 100 due to rounding. Media spend relates to the marketing of motion pictures only. Sources: Baseline Intel, Box Office Mojo, Business Insider, Google, Harris Interactive, Kantar Media, Nielsen, PQ Media, Screen Digest, The Hollywood Reporter, Unruly Media, studios, Adweek sources.


@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.
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