I (Erik) first heard the word “eventize” in 2007 during a meeting with Fox & Walden Media, where I served as a VP for Strategic Partnerships. It was new to me, even if it likely had been in the Hollywood vernacular for some time. It made perfect sense then, and even more so now nearly 12 years later.
Entertainment is an event business. Eventertaiment, you may call it. Marketing and distribution — in books, music, film and television — is about intensifying an audience into a single moment where content is suddenly available. Now, some of that has changed with binge watching, surprise album releases, rolling content production, and other disruptions. By and large, however, creating a can’t miss moment is embedded into the strategy of making, making known, and making available content.
I came from the “eventizing” world of politics where campaign rallies, press conferences, and even election nights were about one thing: creating a moment where busy, distracted, and rather disinterested people did something together that was meaningful. Winning an election. Passing a bill. Rallying public opinion. All about eventizing, even if I didn’t have the word yet to define it.
In the film business, we’ve taken those same principles added to the mix a number of new approaches (data, social, technology) to successfully eventize film and television shows — in how we distribute and how we market. We were the first to break Fathom’s records (the event theatrical release company). We activated audiences to donate 105,000 pairs of socks around a studio release. We turned alternative venues into theaters, outperforming cinemas in attendance and revenue, and upsold merch to 40% of all ticket-buyers. To name a few examples.
Eventizing is based upon four elements: scarcity, intensity, momentum, and reward. We’d enjoy the chance to tell you more over a call or meeting. There’s a reason why we’ve based our entire model around eventizing films and shows. Simply said, there’s no other way to …
a) cut through the most cluttered marketplace in history;
b) unite disconnected people around a single action and moment;
c) execute a campaign in an efficient and effective way, reducing time and waste; and
d) create momentum that benefits downstream revenue
Ask yourself this question: what moves people to leave their homes, spend money, get babysitters, find parking, and enter a space for two hours?
Eventized experiences that are worth every second and every penny.