As entertainment companies compete for viewer attention in an increasingly crowded field, they’re learning that one of the ways to stand out to consumers is by not trying to be everything to everyone. Rather than solely chasing zeitgeist moments, some companies are finding success in supplying smaller audiences with exactly what they want to see, according to entertainment executives speaking on Tuesday night.
“Unless you’re Disney, monoculture moments—the big, everyone-is-doing-it Marvel movies [or], Lion King—are very rare. You can’t be something for everyone, so you have to be the thing for a smaller group,” said Katie Goldsmith, the vice president of film marketing strategy and analytics for Universal Pictures, on Tuesday. Goldsmith was speaking on a panel about the future of direct-to-consumer relationships hosted in Los Angeles by The Information and Airtable.