Advertainment - The New Hollywood

During the pandemic Hollywood took a big hit, financially. So, it's no surprise they haven't quite found their footing. Yet. The major studios seem content to rely on reboots and remakes to regain lost ground. Whereas the Independent Production company, like Sugar23 and Bryce Entertainment, are forging new ground entirely and finding new avenues of financing during these uncertain times. This new venture has created an entirely new genre in the film industry.

The newest genre in the land of illusion is:

advertainment
/ad ver tane ment/ noun

- a television series or feature film that is wholey and soley funded by a brand in order to further the agenda of that brand using entertainment as the catalyst.

Even the studios are seeking advertainment funding. In 2023 Warner Brothers released the first sign that advertainment could be profitable, Barbie (2023). The movie was not only an extremely profitable venture, it won an Osar.

"The writer is key in this industry," says Selene Elizabeth Bryce, Executive Producer Bryce Entertainment. "There is a very, very fine line between writing an awe-inspiring series or film that leaves the audience engaged and entertained, verses a hack job that screams infomercial. Bad script, bad outcome. When a traditional project flops, it's swept under the rug and quickly forgotten. But, when an advertainment project goes wrong, the whole company or cause is tainted for years to come."

There are many Production companies trying to make a name for themselves in this new industry. Sugar23 CEO Michael Sugar, Piro founding partner Daniel Rosenberg and Bryce Entertainment. Although, Bryce Entertainment is ahead of the pack, as it's the only production company with experienced advertainment staff writers.

"Before advertainment was even a thing, we were writing for specific companies, actors or causes," Bryce goes on to say. "We seem to have found our niche, before it had a name."

And this is definitely a niche industry; not for the faint of heart, with a very discerning audience. Today's audience is used to seeing product placement in their shows, but now the entire show is the product placement. With the success of Barbie (2023) this new world of advertainment was ignited and production companies began falling over themselves trying to be a part of it. How audiences will react, is yet to be determined.

LeShane Robbins
Press Contact
Bryce Entertainment
leshane_robbins@bryentinc.com
626 392 9706

A look at the emergence of a new genre in Hollywood.