Brand entertainment, or brands creating original content that can sit alongside Hollywood movies and TV shows, was once a marketer’s fantasy. Now, its becoming reality.
In the past few months, more brands have followed in the footsteps of Nike’s Waffle Iron Entertainment and LVMH’s 22 Montaigne Entertainment to set up their own in-house own production studios that create Hollywood-caliber content. One of these, Dick’s Sporting Goods’ Cookie Jar & A Dream Studios, made its South by Southwest Film & TV Festival debut in March with Summer of ’94, a documentary about the U.S. men’s national team’s journey to the 1994 FIFA World Cup.
