How to Measure the Super Bowl

 Although the Super Bowl has little to do with cinemas it is a spectator phenomenon which dominates all other entertainment or sporting events...and we should study it.

Is the Super Bowl the greatest place to advertise?

There are fewer and fewer events where large and small companies can find mass audiences all watching the same content...and the Super Bowl is at the top of that list.

This year, Fox is charging $7 million for a 30 second ad spot during the SB. Basically, all of the ad time was sold out by last August and now whatever little remains is selling at $8 million per spot.

Even ads around the SB broadcast have gotten costly. For example, a 30 second spot on the pre-game coverage runs between $4-4.5 million as compared to $2.5-3.0 last year.

Fox's last SB broadcast was in 2023, when it grossed $600 million in ad revenue. This year, the NFL has agreed to let the network add five more ad spots and Fox's forecast for revenue is $800 million. 

Big marketers this year include Budweiser-InBev, Pepsi, Ferrara Cancy, Georgia-Pacific, Squarespace (the web building and hosting site), and Stellantis (the auto company).

The Super Bowl is an epic sporting but arguably an even greater marketing event. The broadcasters and the NFL have been able to transform a one-hour football game into a 4+ hour entertainment extravaganza - and that's no small feat. With an expected viewership of 125 - 130 million it ranks as one of the most highly viewed annual entertainment events and certainly measures up to all of its hype. 

Are Video Platforms Negatively Impacting Movies?

 
It's often thought that video platforms like YouTube and TikTok have a negative impact on moviegoing. However, a new study on audience behavior by Natasha Hritzua, research chief at Warner Bros. says that "on the surface it definitely looked like the video platforms were cutting into the TV and movie markets, but that's not the case."

She believes the explosion of social videos actually represents an opportunity for studios to reset their promotional practices to more effectively reach audiences." When consumers see a clip, a trailer, a compilation, even fan generated content that becomes a powerful tool especially for younger generations that encourages them to go and watch the full content", says Hritzua. "So, I would argue that short-term videos are a critical interim step for studios who want to promote their movies to younger viewers."

The landscape has changed regarding how and when to promote upcoming films. The use of social video platforms is now one of the most important advertising channels in reaching younger audiences. Video platforms should not be viewed as competition with movies but as a way to promote them.   

Dr. Seuss' Last Book Gets Green-lit For Film Production

 

Dr. Seuss' final book, including all new original songs, is being produced with a scheduled release date of March 2028 with first screenings at IMAX theatres. 

"Oh, the Places You'll Go!" is being produced by Warner Bros. which has designated it as a high priority project in partnership with Dr. Suess Enterprises. 

The film will follow the globetrotting adventures of a young man as he travels through the joys and pitfalls of life.

Jon Chu will direct. He is coming off his direction of "Wicked" (a ten Oscar nominee) and "Wicked: For Good" to be released in November.  

This should be a great film for both children and adults.

'Chateau Marmont Hollywood Handbook' Now on Sale After 30 Years

 This is the bible of the place where '90s Hollywood held court and MORE!

The bestselling 'Chateau Marmont Hollywood Handbook' which recounts the official story of the famed hotel on Sunset Blvd. has been reprinted for the first time since 1996. It can be pre-ordered for $39.95 from Amazon.

Dining on the Marmont's terrace

This classic book, edited by the Marmont's owner Andre Balazs, gets into the nitty-gritty of the goings-on at the storied hotel and how it impacted Hollywood culture then and now.

"Checking into the Marmont was like stepping into living history. It's out of time, suspended from the constraints, the issues, the concerns of the real world. The epicenter of a city without a center, where deals were made, love won and lost, and history made, all is the same night" wrote American writer, A.M. Holmes.

Chateau Marmont perched on hill - Sunset Blvd. 

Other works have been published on the Marmont; however, this rendition, which was first published in 1996 and edited by Balazs is considered the official account of the hotel's history - and up until now the most difficult to get a copy of.

Grab a copy today.

Documentary on Trump Pardon of Crypto Criminal

 On day three of his administration, President Trump upheld his promise made during his visit to the Libertarian National Convention during his campaign and gave a full pardon to Ross Ulbricht.

Trump signing pardon of Ross Ulbricht

Ulbricht's release had become a cause of many libertarians and crypto ecosystem proponents. He had been sentenced to two life sentences plus 40 years after being convicted of creating an online drug market, called the Silk Road. 

According to Federal prosecutors, the Silk Road generated hundreds of millions of illicit dollars, and Ulbricht was its creator. Upon notice of his pending arrest, he fled and became the subject of a manhunt which ended in his arrest in San Francisco in 2013. 

After his arrest and conviction, Ulbricht went silent and did not give any interviews or meetings. However, in 2019 he started working with two documentarian filmmakers, Jonah Tulis and Blake Harris, who taped over 60 hours of conversational interviews with Ulbricht. These interviews are now being complied into a documentary film to be released this year. 

Members of Libertarian Party demanding Ulbricht's release

"Our film is a no holds-barred look at what really happened and how things wound up spiraling out of control", states Jonah Tulis. The film also includes interviews and conversations with FBI and Federal prosecutors who investigated, brought charges against, and won their case against Ulbricht.

Jonah Tulis

The Silk Road played a big role in popularizing Bitcoin (which was the Silk Road's currency of choice) causing cryptocurrency enthusiasts and libertarians, who have shared ideals regarding the use of digital currency vs. sovereign, government issued money. 

Convicted under the Obama Administration, many legal scholars felt that the life without parole sentence for money laundering was excessive and the Justice Department and presiding Judge wanted to make an example out of Ulbricht. When signing Ross Ulbricht's pardon, President Trump stated that the sentence was "ridicules and he had already served over 11 years in prison."

Tulis and Harris previous documentaries include 'Console Wars' and 'GameStop: Rise of the Players'. The Ross Ulbricht documentary as yet to be titled.

By: Jim Lavorato

History Does Repeat Itself...Unless We Change

 If you don't learn from the past you are doomed to repeat its bad impact...i.e. the L.A. fires.

Inceville in 1912 where silent Western films were produced 

Over a century ago a fire destroyed Inceville, CA. Inceville was where the Pacific Palisades now rests. It was founded by Thomas Ince in 1912 and was developed into a silent film studio. 

The Ince studio principally produced Western films and was the first studio to establish a star system and formalized the roles of director, screenwriter, and editor as separate, vital filmmaking positions.

In 1916, Inceville was damaged by fire and Ince was forced to move his filmmaking operation to Culver City where he teamed up with D.W. Griffith and Mack Sennett. These three early filmmakers formed the Triangle Studio which was subsequently acquired by Goldwyn Pictures in 1918.

Ince sold what was left of Inceville to William Hart, who at the time was one of the silent stars of Western films. Hart rebuilt and operated it until 1922 when another fire destroyed the entire studio... it was left in ruins for years after.

Filmmaking by William Hart in rebuilt Inceville which then burnt down in 1922

Fast forward, and we see the Palisades again destroyed by fire over a century later...nothing was learned from history. So, it should come as no surprise that the Santa Ana winds will stoke the smallest spark into a roaring inferno, and it will happen again. We cannot stop nature's destructive powers, but we have the capacity to mitigate it. The fact that there was no water, a shortage of firefighters, and purposeful lack of vegetation control made for the perfect storm for the current total destruction of the Palisades.

We need to learn from the past. If not, it will be repeated.

By: Jim Lavorato

Will L.A. Fires Help the Box Office?

 

Angelenos go to cinema to escape realities of fires

Angelenos flocked to the cinema in L.A. to escape the realities of the fires. "It's been a very sad week" says Cheyanne Shannon, a talent agent in Hollywood, "coming to the movies is a way to get away from everything and be distracted by a different story."

Going to the movies to escape from the deluge of bad news is a coping mechanism for many in Los Angeles and across the U.S. The number one place for admissions, last week was New York City, followed by Burbank and Orlando.

Going to the cinema in NYC this weekend

It represented the enduring symbol of the cinema as the core of a community. "Local cinemas represent a safe haven to movie patrons looking for a temporary escape," noted ComScore analyst, Paul Dergarabodian.

The L.A. fires came at a bad time for the box office in general. It needs to be at top performance this year and a trip to the cinema as a distraction and for entertainment is needed by not just Angelenos but everyone.

The Academy of Motion Picture Arts & Sciences donated $250,000 that it had earmarked for this year's Oscar Nominees' Luncheon, which brought the total contributions by the Academy to the L.A. Fire Relief Fund to over $1 million. This is a small token but one that show the unity of the Hollywood elite and their determination to rebuild Hollywood into the mecca of film production and distribution worldwide. And, I agree, that the Oscars Show should not be canceled and should be aired as planned. 

The U.S. needs to take back its dominance of the entertainment business that it built from scratch and make the movie business a Hollywood driven endeavor once again. This will require the full backing and commitment of everyone involved in the movie business, as well as the government at the Federal, State and local levels. California's State and Los Angeles' government leaders have to understand the necessity to make the movie industry their highest priority. 

The fight has started to save the movie business and return it as the central and most important form of entertainment on a global scale.

By: Jim Lavorato

Trump Appoints Special Hollywood Ambassadors

 

Trump with Stallone, Gibson, and Voight

Yesterday, President-elect Trump announced the appointment of three "special Hollywood Ambassadors, to make Hollywood great again."

The three are Sly Stallone, Mel Gibson, and Jon Voight. Their goal will be to bring back business to Hollywood which has been lost to foreign countries.

According to Trump, "Hollywood is a great but very troubled place right now. These Ambassadors will serve as Special Envoys to me for the purpose of bringing Hollywood, which has lost much business over the last four years to foreign countries, back bigger, better, and stronger. These people will be my eyes and ears, and I will get done what they suggest - it will be the Golden Age of Hollywood."

Gibson stated that he, "Will heed the call. My duty as a citizen is to give any help and insight I can." He added, "any chance the position comes with an ambassador's residence?" Gibson's home in Malibu was completely destroyed last week in the L.A. fires.

Currently, all three are active in the film industry. Gibson has a movie being released later this month, "Flight Risk' and is working on a sequel to "The Passion of Christ" entitles "The Resurrection of Christ". Stallone is currently starring in the hit series "Tulsa King" and co-wrote and produced the upcoming Jason Statham film "Working Man". Voight recently appeared in the Coppola film "Megalopolis" and the biopic "Reagan"

Our best wishes to the success of these three very talented film veterans. 

By: Jim Lavorato

Very Rich Go Private to Fight Fires

 If you're very rich and your priceless home is in peril, what do you do? Well, you hire your own firefighters. That's right you hire private firefighting services.

Fire Force has private trucks for pumping water

This consists of crews with all appropriate equipment, trucks, chemical retardants, and even bring their own water supply. Private firefighting services sprang up after the 2018 L.A. fires that devastated large portions of the city. Yet, little is known about these services.

Private crews use the latest in firefighting equipment

"The reality here is that you've got to protect your investments, and a large investment needs unusual protection", stated a top media executive. And it's not just the structure, as many of the very rich and powerful possess uncommon valuables - including massive auto and art collections. 

The cost for private firefighting ranges from $5,000 per day for a small crew with equipment up to $20,000 per day for fighters, trucks, etc. In many cases, the private crews are better equipped than regular firemen.

By: Jim Lavorato

The Fires of L.A.

 

Anyone with even a passing interest in the movie business cannot ignore the devastating fires that are raging across Los Angeles. These fires have impacted moviedom on a personal and business level, as thousands of displaced residents are now seeking housing where none exists.

Dylan Eckhardt, a high-end realtor says he "had $73 million in house listings wiped out in Malibu and Pacific Palisades where over 10,000 homes and other structures were obliterated. I'm waiving my commission for anyone who is directly affected by the fires."

Not only is renting or buying in the immediate aftermath of the fires at issue but the rebuilding after the fires die out will take, an estimated, seven to ten years. Rental properties in the adjacent areas range in price from $15,000-$45,000 per month.

Fanned by the Santa Ana winds (referred to as the evil winds) the fires did the most damage to the upscale Pacific Palisades (median house value of $7 million), Malibu, and the Altadena area of Los Angeles. Notable names of the individuals whose homes were destroyed were Anthony Hopkins, Billy Crystal, Paris Hilton, James Woods, Mel Gibson, and Jeff Bridges just to name several. 

Beachfront homes in Malibu destroyed

Insurance recovery is not available for many who have lost their homes. For example, in July, State Farm Insurance dropped coverage on 72,000 homes in California, including 1,600 in Pacific Palisades.

Other Problems

Those whose homes escaped the flames but fled because they lived in an evacuation area are now dealing with looting, which has become a major issue.

Economic losses now total over $60 billion - the most ever in California, and the fires are still raging. The largest being the Palisades Fire, which was moving eastward toward Santa Monica. The Sunset Fire broke out, as well, in the Hollywood Hills area scorching over 40 acres.

What Are the Issues

Incompetence, some would say dereliction of duty, within the public sector is event. Governor Newsom, LA Mayor Bass, and the Head of the Fire Department instantly come to mind. The State Insurance Commission and the Public Safety Commission are also guilty of poor, if not bad, judgement. And finally, the State Legislature.

Californians themselves need to take responsibility as well, for electing people that are not capable administrators or legislators except for the fact that they meet DEI based social criteria. We must come to grips with the fact that the most meritorious and qualified get appointed and elected to these very critical positions. 

As regards the cost of rebuilding - it should be on the shoulders of Californians and not the entire nation. Perhaps if they are stuck with the bill for the devastation the citizens of California will understand that they must change their ways as regards to the very liberal policies they hold and where they spend their tax dollars. Woke don't work.

By: Jim Lavorato

National Popcorn Day

 

National Popcorn Day celebration

Sunday, January 19th is National Popcorn Day, and many cinemas are celebrating by having a 'Bring Your Own Bucket' event.

It can be any kind of bucket - a movie collectable bucket, snack bowl, or water bucket, all will be filled. Some cinemas, like Cinemark, are charging $5 per bucket - no matter the size. In other cinemas, it's free of change. The purchase of a movie ticket is not required, just bring any bucket but one not does not exceed 400 ounces.  

National Popcorn Day is one of the best days for moviegoers and cinemas. If you are a cinema owner/operator and you are going to celebrate the day do so in a big way. Your patrons deserve it, and it will reap big payoff going forward.

By: Jim Lavorato

Dealmaking Will Be Prevalent in 2025

2025 will see a frenzy in dealmaking within all entertainment sectors.

 Paramount Global is being acquired by a consortium led by Sundance Capital.

   - Comcast (NBC-Universal) and Warner Bros. Discovery are going to separate their cable networks from their other operations - this is already in the works.

   - Warner Bros.is going to take it DC Comics unit public given it high intrinsic value.

There will be more and more consolidation in legacy media. This coupled with the Trump Administrations' favorable regulatory stance will spur on dealmaking activity throughout the year.

- Look for a lot of activity in the small, sub-scale direct-to-consumer streaming platforms. This merging of the small entities will be necessary if they want to complete. While consumers are willing to pay for two -to-four subscriptions, it leaves the smaller streamers at a disadvantage; therefore, streamers like Peacock, WBMAX, and Paramount+ could partner-up or sign consolidation deals. This type of coalescing will increase their subscription base, strengthen content offerings, and reduce marketing costs.

2025 will turn out to be a pivotal year in terms of the further consolidation of media companies across the entertainment industry.

BY: Jim Lavorato

First Lady Docu

A documentary on Melania Trump is being produced and will be distributed, in the first half of this year, by MGM. It is being directed by Brett Ratner. The film will have a theatrical, as well as a streaming release on Amazon Prime.

A spokesperson for Amazon said the film will "give viewers an unprecedented, behind-the-scenes look at the First Lady. We are excited to share this truly unique story with our millions of customers around the world."

Melania was shunned by the press, both on-air and print media, during the first term of the Trump presidency. But now with a new book, entitled 'Melania' and this documentary, her story will now be told. 

Ratner receiving 'Walk of Fame' Award & Star

Brett Ratner has not directed any projects since 2017 when he was wrongfully accused of sexual misconduct under, the now discredited, #MeToo movement. No charges were ever brought against Ratner, but he nonetheless suffered blackballing by Hollywood. 

I'm predicting that this film will be a box office hit and gross many times its cost to produce and market. Melania Trump's story is a fascinating and, in many ways, an inspirational one.

By: Jim Lavorato

Hollywood Uncovered

Think of it this way...something with a premium price tag needs a premium experience to justify the price. The fact that a trip to the cinema to view a single movie can cost as much or more than a month's worth of streaming service, is a huge hurdle for cinemas. But, augmented and tailor-made to demographic programming will lure audiences in.

Nobody can afford to make films in Hollywood

For example, Sony Pictures' purchase of the Alamo Drafthouse circuit. It's the in-person experience that's the big draw. There's more to life than couching at home to an endless stream of good, bad, and worst content. 

It's all about an 'experienced economy', where value is placed on verbs, not nouns. Cinemas tell us about the world. It has always been art that defines great civilizations, and in our time the cinema is one of these arts.

People appear to be much more particular about which films they will watch at a cinema. That is why the product has to be of top quality and exciting visually. At present, there are very few jobs being created in Hollywood and the LA economy is feeling the pain...the LA entertainment industry has been upended. 

California has become a very expensive place to make films, or for that matter, to make anything. Now, other States, smelling blood in the water, are providing tax incentives and rebates to filmmakers - Georgia, New Mexico, Florida, Ohio, and Virginia to name several. 

Hollywood has been uncovered and unfortunately, it's not the place to be making movies. It's too expensive, too woke, too regulated, and too out-of-vogue.

By: Jim Lavorato

Game Awards

 

The 2024 Game Awards, held in December, drew over 154 million global livestreams. Marking its 10th anniversary the Show does not have any exclusive streaming deals with a network or streaming service, so it is carried across all platforms - large and small.

To put this viewership in perspective, the Super Bowl had 124 million viewers. When debuting in 2014 the Game Awards had only 1.9 million views - it has grown exponentially over the last 10 years.

This year's top winner was 'Astro Bot', which won three Awards in addition to 'Game of the Year'. It was produced by Tean Asobi for the PlayStation platform. Other Award winners included 'Metaphor:ReFantanzio' and 'Balatro'.

Notable presenters for this year's Awards were Aaron Paul, Harrison Ford, Hideo Kojima, Sam Lake, Shannon Woodward, and Trey Bake.

By: Jim Lavorato