Category: Featured

No Measure. No Meaning.

Seth Godin, the best sock-wearer on the planet, writes that “If it cannot be measured, it does not count.” This from his fantastic book titled THIS IS MARKETING. Tape this phrase over your desk. Marketing and publicity are window-dressing without proof that your actions lead to some measurable outcome — whether results are good or...

The Maker’s Obstacle

Every maker — from movie studios to indie musicians, as well as painters, authors, photographers, fashion designers, and copywriters — shares the same obstacles: This is the most cluttered marketplace in history, as Seth Godin says. Audiences are more fragmented than ever and their attention span is less than a goldfish, according to recent surveys....

The Droplet Effect

The “droplet effect” is a very important principle in entertainment. Many want to win elections and Supreme Court cases, win at the box office and the best-sellers list. Nothing wrong with that, of course. You can call these “downpour” moments. Big. Noticeable. Measurable. Consequential. The most important thing … or so we think. What happens...

3 Theatrical Audiences, and Why Only 2 Are Coming Back

Shorter theatrical windows. Buy-outs of auditoriums for private showings. Exhibitor streaming platforms. Tickets at 1920 prices. Safety protocols. Some clever ideas. Some desperate ones. Others a long-time coming. As the pandemic rages on, theatrical exhibitors are (rightly) willing to try anything and everything to woo movie-goers back to where movies are “best seen and heard”...

5 Distribution Realities You Need To Plan For In 2021

Just because your content is shown doesn’t mean it is seen. So, you’re available on Netflix? Ok. But is anyone watching? That still is the point of making content: to be seen by an audience, not just make available by a platform. Long-lead. 2020 accelerated screen fatigue, content clutter, and last-minute decision-making. As a result,...

What Do You Want From Your Audience?

What do you want from your audience? This is likely the most fundamental and most forgotten question in all of entertainment. The same is likely true for product launches, non-profit fundraisers, and political campaigns. You think you know what you want. Sales. Momentum. Brand-loyalty. Data. Revenue. Victory. And so on. But each of those, while...

8 Sayings From (Smart) Investors

Money is like manure. Pile it up and it begins to stink. Spread it around and you see things start to grow. You’ve never met a radically generous man who is unhappy. Debt is bad. Saving is good. Giving is fun. Stuff is meaningless. Deals are like buses; a new one comes around every thirty...

Old Vs. New Marketing

Old marketing is about pushing, the “throw-everything-at-them” approach of saturation. Old marketing is about awareness. Old marketing is about you. *** New marketing is about pulling, the “come-see-what-you’re-missing” strategy of enticement. New marketing is about action. New marketing is about others. ©Aspiration Entertainment, 2020

A Quote For All Makers (& Critics)

“In many ways the life of the critic is easy. We risk very little, yet enjoy the position over those who offer up their work and their selves to judgment. We thrive on negative criticism, which is fun to write and to read. But, the bitter truth we critics must face is that, in the...

Want A Shot In Entertainment? 10 Rules We Think You Should Follow

Few, if any, want to follow in the footsteps of those Hollywood agents and studio executive legends who “worked their way up from the mailroom.” Starting from the bottom seems old-fashioned. Too slow and too blue-collar for many. Sadly and mistakenly, many want to leap from entry-level to an executive in a single bound. No...

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