The Digital Hollywood Experience

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Thursday, October 18, 2018

Noon - 1:00 PM, Sponsored: Women’s International Music Network

Session II: Haas Conference Center, Room 171

How To Reach Diverse Audiences Across The Entertainment Industry

Not everyone you’re trying to reach is the same. Every fan, every consumer, and even every bystander enjoys different content, spends time on different platforms, and has different expectations for messaging. So how can you reach such a diverse audience through marketing and media? To be as diverse as the audience itself, we’ll speak with representatives from across the entertainment industry including Theatre, Music, Movies, TV, and Streaming. Together, we’ll get a better look at how to find, grow, and maintain your audience.

Lisa Cecchini, VP of Media Analytics, Situation

Mike Monello, co-founder, Campfire, Collaborator, The Mill & Producer, Blair Witch Project

Pamela Abdy, Head of Film, Makeready

Joy Gorman Wettels, Producer, Anonymous Content

Janet Billig Rich, Artist Manager, Music Supervisor, Producer, and Tony Award-nominated Broadway theater producer, Moderator

 

Pamela Abdy, Head of Film, Makeready: PAMELA ABDY is the Head of Film at the recently launched independent film/tv studio Makeready, where she manages the creative team and all development, production and post-production. For the entirety of her career, Pam has been a champion of diverse, inclusive

storytelling, especially female storytellers and storytellers of color, and the current projects that she is developing are reflective of that, as well. A selection of the upcoming projects that Abdy is producing for Makeready is below: Queen and Slim, written by Lena Waithe and directed by Melina Matsoukas (“Insecure,” “Master of None”) in her feature directorial debut and starring Daniel Kaaluya. Queen and Slim is an exploration of America’s social and political climate through the lens of a genre-defying love story. The film centers on a black man and black woman who go on a first date that goes awry after the two are pulled over by a police officer at a traffic stop. They kill the police officer in self-defense and rather than turn themselves in, they go on the run. It will be released Thanksgiving 2019. On the TV side, Abdy will help oversee Undocumented America, based on a manuscript by journalist Karla Cornejo Villavicencio that is being adapted by Jonas Cuaron with Gael Garcia Bernal starring. They Can’t Kill Us All at AMC being adapted by LaToya Morgan, based on Wesley Lowery’s bestselling nonfiction book They Can’t Kill Us All: Ferguson, Baltimore, and a New Era in America’s Racial Justice. The Perfect Woman, created by 23-year-old writer/director Quinn Shepherd and Nadia Alexander. Prior to her role at Makeready, Abdy was President of Production at New Regency. During her tenure at the company, Abdy oversaw Academy Award-winner The Revenant and Academy Award-nominee The Big Short. She currently serves on the Executive Committee of the Executive Branch for The Acadamy of Motion Pictures Arts and Sciences, and is a board member of Benjamin Millipied’s Los Angeles Dance Project. JOY GORMAN WETTELS is a Producer at Anonymous Content focused on socially impactful content for Women and Youth. Joy strives for authentic, accurate reflection, and real world impact by aligning with activists and organizations through storytelling. Her projects include: the hit Netflix/Paramount series 13 Reasons Why. Often called “the most talked about show of 2017,” 13 Reasons Why started a global conversation around teen suicide, bullying and sexual violence. Season 2 launched May 18, 2018, and the show has been renewed for Season 3. Magic Hour, a family series created by Dana Fox and Dara Resnik based on the life of internationally acclaimed 10-year-old journalist Hilde Lysiak. Jon Chu will direct this series later this year for Paramount TV and Apple. a documentary on the modern women’s movement with Oscar-nominated director Amy Berg which follows activists such as Women’s March Co-Founder Tamika Mallory, Dreamer Erika Andiola and the Pantsuit Nation founders.

 

LISA CECCHINI, Vice President of Media and Analytics, Situation: Lisa Cecchini is the Vice President of Media and Analytics at – a digital agency best known for helping brands build passionate communities through digital-first marketing strategies. She has been with Situation for over twelve years leading initiatives and innovations in online media, search engine marketing, quantitative research, and data analysis. Lisa has worked on a variety of clients including long-running Broadway hits Wicked and MAMMA MIA!, institutions such as The Metropolitan Opera, and live event brands like Wanderlust. Lisa actively leads agency initiatives that further the community development in digital through Situation-produced events and TEDxBroadway. Lisa is also a weekly contributor to The Broadway Briefing, the Broadway industry’s leading newsletter, penning articles about data trends. She has also spoken on panels and given presentations at Google and BroadwayCon and has moderated panels at Broadway League Road Conference. Additionally, Lisa is a guest lecturer on digital marketing for graduate students at Yale, Columbia, and Brooklyn College. Lisa holds a Bachelor of Science in Communication Studies and a Bachelor of Arts in Theatre from James Madison University as well as a Masters in Marketing from Baruch College. In her spare time, you can find Lisa leading volunteers at a soup kitchen in or at Carnegie Hall where she performs with the Oratorio Society of New York.

 

Mike Monello, co-founder, Campfire: Mike Monello is a true pioneer when it comes to immersive storytelling and innovative marketing. In the late 1990s, Monello and his partners at Haxan Films created The Blair Witch Project, a story told across the burgeoning internet, a sci-fi channel pseudo-documentary, books, comics, games, and a feature film, which became a pop-culture touchstone and inspired legions of “found-footage” movies in its wake. It forever changed how fans engage with story and how marketers approach the internet. Inspired by the possibilities for engaging connected fan cultures and communities online, Monello co-founded Campfire in 2006. There, he leads an agency that has developed and created groundbreaking participatory stories and experiences for HBO, Amazon, Netflix, Cinemax, Discovery, National Geographic, Harley- Davidson, Infiniti, and more. Campfire won Small Agency Campaign of the Year via AdAge in 2013 and Small Agency of the Year via Online Marketing Media and Advertising Awards in 2012, and has been awarded top honors at the Emmys, Cannes Lions Festival, Clios, One Show, and MIXX. Monello serves on the Peabody Awards Board of Jurors, and regularly speaks at high-profile events such as Cannes, Advertising Week, SXSW, and more.

 

Joy Gorman Wettels is a Partner at Anonymous Content where she produces socially impactful content for Women and Youth. Joy strives for authentic, accurate reflection, and real-world impact by aligning with activists and organizations through storytelling. To that end, Joy is an Executive Producer on the hit Netflix/Paramount series 13 REASONS WHY, created by Pulitzer and Tony Winning playwright Brian Yorkey (Next To Normal) and directed by Oscar winner Tom McCarthy (SPOTLIGHT) which is currently in production on Season 3, Often called “the most talked about show of 2017,” 13 REASONS WHY started a global conversation around teen suicide, bullying, and sexual violence. Joy is in pre-production on the Apple/Paramount TV series, UNTITLED HILDE LYSIAK, created by Dana Fox and Dara Resnik, and based on the life of an internationally acclaimed 9-year-old investigative journalist. Jon Chu (CRAZY RICH ASIANS) will direct and executive produce. Joy also recently wrapped production on the Paul Feig/Kim Rosenstock collaboration, GIRLS CODE, a half hour comedy pilot at Freeform/Paramount TV about a diverse all-female tech incubator. Other high-profile projects in development include OVERLOOKED, an all-female anthology based on the New York Times column, EYES ON THE PRIZE, a contemporary reimagining of the renowned Civil Rights Era documentary series, and YA love story WHAT IF IT’S US, based on the highly anticipated novel by Becky Albertalli and Adam Silvera.

 

Janet Billig Rich, Artist Manager, Music Supervisor, Producer, and Tony Award-nominated Broadway theater producer: Janet Billig Rich, started her journey in the world of musical entertainment in the rock clubs of NYC. Along the way she has worked as an artist manager, record company executive, music supervisor and theater producer. Initially at Caroline Records, first as a publicist and then segued into A&R working with artists including the Smashing Pumpkins, Hole and White Zombie. She made the move to artist management partnering with Gold Mountain Entertainment where she was at ground zero of the tidal wave of alternative music in the 90’s managing all her favorite bands. The Lemonheads, Hole, Nirvana, The Breeders, Walt Mink, Lisa Loeb and Dinosaur Jr. After a brief detour to Atlantic Records, where she was one of the youngest senior executives, she launched Manage This! and has never looked back....She have partnered with amazing folks along the way and co-produced unscripted television for the E! Network, a multi-year groundbreaking Bluegrass tour based on the music from the film O Brother, Where Art Thou?, a documentary on the reunion tour of the seminal band The Pixies entitled loudQUIETloud and a number theater projects involving a wide range of musical styles. Among some of most recent projects are the Tony-nominated Broadway musical Rock Of Ages, the kids-themed musical Camp Kappawanna and the musical theater/cabaret hybrid show For The Record: The Series. Additionally, other ventures include The Lisa Loeb Eyewear Collection with Lisa Loeb now featured at Costco, music supervision & clearance of numerous independent, documentary films (I’ll Sleep When I’m Dead and Step) and national TV commercials for brands such as The North Face and Muscle Milk. She seriously is the girl with the most cake.