Who’s the new sucker?: As Hollywood comes for brands, new models emerge

As brand-funded entertainment continues to pick up steam, marketers are trying to sort out what type of arrangement works best for them when it comes to producing, launching and distributing entertainment content. Several models and ways of working are emerging, say entertainment experts who work with brands. “The fact is that branded entertainment is well-defined. It’s long commercials, that are entertaining,” said Marcus Peterzell, founder and CEO of Passion Point Collective, a boutique entertainment agency that helps brands figure out storytelling. “But when you cross over into brand storytelling is where things get more confusing and complicated.”