Al Lieberman - The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World

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Bringing the Moguls, the Media, and the Magic to the World

Al Lieberman and Patricia Esgate

2014 by Pearson Education, Inc.
Publishing as FT Press
Upper Saddle River, New Jersey 07458

FT Press offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales, 1-800-382-3419, .

Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners.

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America

First Printing July 2013

ISBN-10: 0-13-309208-9
ISBN-13: 978-0-13-309208-0

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Library of Congress Control Number: 2013936168

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For Carol
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Entertainment is a technology-driven industry and, as such, is caught up in a disruption not seen in hundreds of years. The digital revolution has created exciting new pathways, but has opened the door to pirates. Traditional business models are under attack. One can barely keep up with the avalanche of hardware, all creating new ways to deliver the product to consumers hungry for more, now.

Preparing those who will create, manage, distribute, and market entertainment and media is no small feat, given this sea change. In the last two decades, Al Lieberman has overseen the creation and growth of the Entertainment, Media, and Technology Program at NYUs Stern School of Business, which now offers sixty sections and a curriculum that offers unique insight into the challenging and dynamic business of entertainment.

In The Definitive Guide to Entertainment Marketing, Al Lieberman and his writing partner, Pat Esgate, have created a must-read compendium of all the platforms that make up this exciting industry. While no one book can ever capture all that drives this fascinating and fast-paced business, Al and Pat have managed to encapsulate a mass of information, offering readers an excellent overview of the possibilities, the potential, and the pitfalls that face todays entertainment executives. They have woven them together through the prism of their own experiences, creating a guide that is not only useful, but a darn good read. After all, its about entertainment. It should be entertaining.

I wish Al and Pat much success with this excellent effort and applaud them for their contribution to the current and future entertainment executives, entrepreneurs, and fans.

Craig Hatkoff
Co-Founder of the Tribeca Film Festival
Creative Director of the Annual Disruptive Innovation Awards

The authors would like to acknowledge the help of Dan Anagnos, Rob Moore, and David Polinchock, who provided invaluable insight into their particular platforms and the industry in general.

Al Lieberman is a Clinical Professor of Marketing and the Executive Director of the Entertainment, Media, and Technology (EMT) Program at the Stern School of Business, New York University, where he was awarded the first Albert Gallatin endowed Chair as Professor of Business. He has created a unique specialization curriculum with courses covering the marketing, professional management, finance, accounting, globalization, new media, and strategic development of the entertainment, media, and telecommunication sectors.

Professor Lieberman has extensive experience in the world of entertainment marketing. He served for over 12 years as President and founder of Grey Entertainment and Media, a wholly owned subsidiary of Grey Advertising. Under his leadership, Grey Entertainment grew to become a leading specialized marketing and communications agency, servicing clients such as Warner Bros. Studios, Warner Home Video, ABC Entertainment, Harper Collins Publishers, Viking/Penguin, Murdoch Magazines, People Magazine, Universal Music, Radio City Music Hall, Madison Square Garden Network, Metro Cable Coop (1.800.OK.Cable), Celebrity Cruises, and Barbados Board of Tourism, among others.

Professor Lieberman also served as Executive Vice President of Simon & Schuster. As General Manager of the Silhouette book division, he played a significant role in launching the Silhouette paperback brand, which grew to over $250 million dollars in retail sales worldwide, with distribution in 90 countries and 16 languages.

His research involves film festivals, technology and its disruptive impact on media and entertainment, and global entertainment and media. He has worked and taught in Italy, France, Germany, India, Argentina, China, and Brazil.

Patricia Esgate specializes in strategic business development for market platforms that utilize dynamic experiences to build brand loyalty, drive repeat visitation, and increase revenue. Through the consulting practice of Esgate & Associates, Ms. Esgates clients have included the Walt Disney Company, Sony, Universal Studios, Jim Henson Productions, and the McDonalds Corporation, along with an extensive list of individual projects both domestic and international. Ms. Esgate has had the pleasure of organizing several conferences focusing on the destination entertainment industry, including her own event, the Summit for Experience Creators, and enjoyed five years as the editor of EM magazine, a groundbreaking publication that focused on all facets of the experiential marketplace. Ms. Esgate has appeared at industry events as both a featured speaker and provocateur; she has also served as a faculty member for Harvard Universitys Experience Architecture Forum and Pine & Gilmores popular Strategic Horizons thinkAbouts.