CES 2021: WarnerMedia's Ann Sarnoff on Super-Serving Fans

From there Sarnoff pictured below who joined WarnerMedia last August after a career guiding divisions of Nickelodeon Dow Jones the BBC and other TV organizations in top executive posts used her virtual CES 2021 podium to defend Warner Bros39 controversial decision to release its entire lineup of films this year in theaters and on HBO Max together for the first month of each film39s release Sarnoff also suggested that HBO Max along with HBO TBS TNT and other WarnerMediaowned channels will participate in content development and the distribution of major entertainment franchises this year and beyondIn the case of the Warner Bros 2021 film releases quotWe39re pivoting to the environment we39re living inquot Sarnoff acknowledged referring to the coronavirus pandemic quotDo we want the pandemic overquot she asked quotYes You can39t release films only in theaters nowquotWhat some theater owners are not realizing in opining that the combo HBO Maxtheatrical window will be a blow to boxoffice revenues that they will never recover from is that the window is temporary one year ending December 31 and only for US distribution Sarnoff emphasized The films quotare global theatrical releasesquot she said What may change for both the theatrical and TV presentation of feature flicks is less reliance on opening weekends and more on performance metrics to judge how well these films ultimately doquotIt39s a different set of criteria where the dayanddate world is irrelevant compared to the overall engagement of subscribersquot she explainedThe new emphasis on superserving audiences and crafting multiplatform franchises with HBO Max a key cog is already underway First up is the execution of a master plan for DC Universe the adaptation of DC Comics characters and adventures that already involves Warner Bros movies liveaction series on The CW and animated tales showing up on Cartoon Network Adult Swim and Boomerang A virtual showcase of those projects last summer DC Fandom triggered more than 22 million interactions from visitorsquotWe39re building a DC Universe plan that39s much more connectedquot Sarnoff declared quotWe have weekly meetings on collaborating together and how the whole will be much more than the parts I39m excited about the plansquot39In a followup discussion on Sarnoff39s remarks Maverick Carter chief executive officer of The Springhill Co the multimedia venture involving NBA superstar LeBron James whose TV output includes The Wall on NBC and Survivor39s Remorse for Starz which ran four seasons called Sarnoff39s fancentric strategy one example of what content makers must do to make out in an era of megaservices such as HBO Max or Discovery and the proliferation of smart TV sets and connected devicesquotHow we get entertained and the distribution pipes are changingquot Carter asserted quotQuality content real quality content with relatable stories and characters will always rise to the top The job of advertisers and marketers will change from selling things to engage and entertain to connecting consumers with their brands The challenge Figure out what to make and where to play the content The content has to say who you are as a brandquotClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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CES 2021: WarnerMedia's Ann Sarnoff on Super-Serving Fans

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