Generative AI Offers M&E Enterprises Tools For Better Content Decisions, Says Anjali Midha
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Phil Kurz
We saw “Barbie” go off the charts last year. You might recall that they dropped some stills from the movie. This was part of their social media campaign. I think it was of Margot Robbie and Ryan Gosling, in their beach gear while they were rollerblading down the boardwalk.
Right from that moment, we could see that that initial foray into starting to market the movie was already several times higher than anything we'd seen for any other film in the past couple of years. These signals are incredibly valuable. And they do tell you something even at that early stage—a year before the film was due to come out—that we were going to be looking at something that perhaps was going to perform fairly unusually.