Work Hollywood studio campaigns
Studio campaigns: building audiences before opening weekend
Led agency-side digital and 360° social campaigns for five studios during one of the most competitive stretches in modern theatrical marketing — managing entertainment communities of 20M+ followers at peak.
- Organization
- Digital Media Management
- Role
- Digital Manager, Film & Entertainment
- Years
- 2012 – 2013
- Sector
- Entertainment · Agency-side
20M+Entertainment community followers managed at peak
The organization, the market, the moment.
Studio marketing is a countdown. Every release has a fixed date, a fixed window, and a global audience that decides fast. Digital Media Management was an agency specializing in digital strategy for theatrical releases, and as its Digital Manager for film and entertainment I worked on campaigns for Warner Bros., Lionsgate, Summit Entertainment, Relativity Media, and Tyler Perry Studios.
The properties ranged from superhero and young-adult franchises to R-rated comedies and Tyler Perry’s loyal, highly engaged audience — each with a different community, tone, and set of stakeholders.
What I was accountable for.
- Digital & 360° social campaigns
- Community management at scale
- Paid amplification
- Release-moment content calendars
- Studio client coordination
The root problem
“In a franchise campaign, the asset isn’t the trailer — it’s the fan who shares it. The job is to give an existing community something to do every day between announcement and opening, and to invite a new audience in without alienating the core.”Michael Cameron
The moves that mattered.
Cadence over volume
A daily rhythm of moments — reveals, stills, clips, countdowns — mapped to the release calendar, so the community always had a reason to return.
Fans as distribution
Content designed to be shared, remixed, and argued about. Organic enthusiasm was the media plan; everything else amplified it.
Paid behind proven moments
Put paid amplification behind the content that was already outperforming, rather than guessing in advance.
Cultural timing
Match tone to the property and move at the speed of the conversation — without ever getting ahead of studio approvals.
Who had to align — and the tradeoffs.
Agency work means serving several stakeholders at once: studio marketing teams, brand and legal approvals, talent and publicity calendars, and platform partners. The discipline was moving at the speed of culture while respecting every approval gate — and keeping five studio relationships distinct in voice and priority.
What was built.
What followed.
Follower figures reflect the combined size of the entertainment communities managed at peak. Box-office and overall campaign performance belong to the studios and are not claimed here.
Reflection
Hollywood taught me urgency and taste: know an audience well enough to predict what it will share, and ship it on time, every time. I still run marketing teams on that clock.
My role and collaborators
Agency-side role. The films, key art, and overall studio campaign strategies belong to the studios and their marketing teams. My work covered digital and social campaign execution, community management, and paid amplification as part of the Digital Media Management team.