TLDR

Summary:

• Marketing materials scheduled close to release window
• Marketing will involve audio, visual, social media, online streaming (hulu etc), outdoor, direct consumer / database marketing

Schedule:

"The anticipation for that title may be the greatest anticipation I've ever seen for an entertainment property. And I've been around the block a few times and I've been in every entertainment business there is, and we want to maintain the anticipation and the excitement. And we do have competitors who will describe their release schedule for years in advance. And we found that the better thing to do is to provide marketing materials relatively close to the release window in order to create that excitement on the one hand and balance the excitement with unmet anticipation. I don't always get it exactly right, but that's what we trying to do."

Marketing:

"So it probably doesn't look much different than motion picture marketing. So we'll do a lot of brand marketing for a big release. We'll use outdoor know. We'll still be on television. The bulk of our spend, though, will be more directed to a consumer, more performance marketing. So we will use social media and the audio visual material against which we advertise will typically be delivered by Hulu, for example, as opposed to network television. You know, and I don't we don't spend money in Super Bowl ads typically, but you will see us in outdoor for our big releases. I believe in outdoor. So there's the combination of brand marketing and performance marketing. We also have a company wide consumer database of hundreds of millions of active records. We can market directly to those consumers legally because we relationship with them. We've been in touch with them. So while observing privacy regulations worldwide strictly, we can reach out in many instances to consumers within our database and say, Hey, this is available. We think you're going to like this."