Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.
Palm Springs, Calif.—From a movie-making business standpoint, Hustlers was an underdog.
“Going to a movie has become more difficult,” said Amy Elkins, president of media & marketing innovation, STX Entertainment. “The theatrical marketplace has been flooded by franchised entertainment.”
Inspired by a true story, the movie featured more real women with multifaceted personalities, which didn’t have a ton of precedence on the big screen. For Elkins, it would be hard to market with less under the traditional “spray and pray” model, and reach for more awareness.

WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in