Now Trending: Fan Culture, Micro-Moments & the New Rules of Marketing
In today’s ever-evolving and cluttered entertainment landscape, producers must also be marketing-savvy when it comes to distribution, both theatrical and streaming. This session explores how they can turn limited pre-production and on-set marketing/publicity resources into high-impact, asset-driven strategies that elevate their projects and help them effectively target and reach their key audiences.
Learn the new rules of independent motion picture marketing — and how to set yourself and your production apart for success in today’s marketplace.
Moderator:
Randy Greenberg, Producer/Consultant, The Greenberg Group
Panelists:
Brian Walker, CEO, Picture Motion
Adriana Trautman, President, AT Consulting
Amy Shi, CEO, PixelArc, Strategy Executive and Producer, RedRover
Marina Kosten, Senior Fellow, Center for the Digital Future @ USC’s Annenberg School for Communication and Journalism
Speakers
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Randy GreenbergProducer/Consultant, The Greenberg GroupRANDY GREENBERG is an entertainment entrepreneur, executive producer and C-suite entertainment and media industry executive but began his career in entertainment marketing.
Over the past 30 years, Greenberg has been involved in the green-lighting, marketing and distribution of 200+ films, and his strategies have produced over $6 billion in theatrical box office.
Greenberg has been at the forefront of entertainment marketing and technological changes including the explosion of international box office, the increase in worldwide publicity tours, the instantaneous worldwide distribution of entertainment marketing materials including video, the normalization of worldwide day and date releasing, the online advertising revolution and the rise of influencer marketing all hoping to reach a larger percentage of the target audience however increasingly more costly and inefficient.
Greenberg’s strategy, association and execution with entertainment marketing and publicity campaigns started with Field of Dreams and has continued for four decades through Meg 2: The Trench.
Greenberg has Executive Produced Meg 2: The Trench, The Meg (which is the #1 U.S/China Co-Production ever), Cowboys and Aliens, Dylan Dog: Dead of Night, and Co-Executive Produced on the Netflix animated TV series A Tale Dark & Grimm.
In addition, to being an entertainment marketing executive, Greenberg has been the CEO of an entertainment roll-up venture, the COO and CMO at a NYSE publicly traded CTV for business/Digital Out of Home streaming platform, founded a start-up mar-tech app venture, co-founded a talent agency, was the EVP Marketing & Business Affairs for comic book entertainment company, was the Head of International Theatrical Marketing and Distribution at Universal Pictures and was the VP International Theatrical Marketing at MGM/UA Pictures.
Greenberg started his career at DDA after being an accounting intern at Warner Bros Pictures and an assistant manager for the Edwards Theatre chain (now part of Regal Cinemas).
Greenberg is currently developing and producing several film, TV and IMAX projects and has been an instructor at UCLA Extension for over two decades and is the Instructor for UCLA Extension’s The Business of Entertainment.
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Brian WalkerCEO, Picture MotionBrian Walker is CEO of Picture Motion, the leading impact agency for film and television, where he has overseen 150+ campaigns for award-winning projects including American Fiction (MGM), Origin (Ava DuVernay), and many other titles for clients including HBO, Disney+, National Geographic. Under his leadership, the company was acquired by Publicis Media US by their Content and Innovation Group. Previously, Brian led impact campaigns at Participant Media, launched the Hollywood Culture Project at Color of Change, and led enterprise stakeholder engagement efforts and advised senior leadership at The Walt Disney Company on DEI, and multicultural audience engagement. He currently serves on the boards of Color Congress and the Social Impact in Entertainment Society and holds both a B.B.A. and J.D. from Howard University.
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Adriana TrautmanPresident, AT Consulting GroupAdriana Trautman is an accomplished film marketing executive with over two decades of experience designing and executing global campaigns across a wide range of genres and production scales. From tentpole theatrical releases to international streaming hits, she specializes in helping stories break through cultural barriers and reach passionate audiences around the world.
Adriana has led international marketing efforts for 20th Century Fox and Paramount Pictures, overseeing campaigns for major films including Avatar, Bohemian Rhapsody, Rocketman, Top Gun: Maverick, A Quiet Place 2, and global franchises such as Ice Age and How to Train Your Dragon. As Head of the OHC (Outside Home Country) program at Amazon Prime Video, she helped drive the platform’s success with international originals, including Culpa Tuya (Spain) and Maxton Hall (Germany), both record-breakers in their categories.
Now as the founder of AT Consulting Group, Adriana works directly with independent producers and production companies to shape marketing strategy from development through release—whether for theatrical or streaming distribution. Her work spans genre films, prestige dramas, and family entertainment, always with a focus on building authentic fan engagement and adapting to the evolving rules of global film marketing.
She is a member of the PR & Marketing branch of the Academy of Motion Picture Arts and Sciences and a graduate of Georgetown University and ESEM Madrid.
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Marina KostenSenior Fellow, Center for the Digital Future @ USC's Annenberg School for Communication and JournalismMarina Kosten is a senior research and strategy executive with an extensive background in media, entertainment, and consumer packaged goods. She currently serves as a Senior Fellow at the Center for the Digital Future at USC Annenberg, where she advises on key trends in entertainment, data, technology, marketing and communication strategies. She is also an Adjunct Professor at USC Annenberg’s Graduate School for Communication and Journalism.
Previously, as Vice President of consumer research for 20th Century Fox International, she led consumer research for the studio’s annual theatrical portfolio in top 15 global markets. She worked on films and franchises such as Deadpool, X-Men, Planet of the Apes, Avatar, Die Hard, Bohemian Rhapsody, Titanic, Kingsman, The Greatest Showman, and Ice Age.
Before Fox, Kosten worked at Activision-Blizzard where she provided global consumer insights for Guitar Hero and Call of Duty video game franchises, as well as the company’s portfolio of licensed products.
Her background in psychology and early career as a consumer researcher at several Major Global Research Organizations drives Marina’s passion to understand human behavior and apply it to successful business outcomes. Marina’s career has been focused on ensuring that the voice of the consumer is represented in operating today’s businesses and innovating for those of tomorrow.
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Amy ShiCEO, PixelArc, Strategy Executive and Producer, RedRoverAmy is a tricultural (U.S.–China–Korea) media executive and producer whose career spans creative development, IP investment, and digital fandom innovation. She currently serves as a strategy executive and producer for RedRover, a Korea-based global content studio specializing in kids and family animation, and as CEO of PixelArc, a Los Angeles based entertainment company focused on global IP development, cross-border co-productions, and premium content strategy across the U.S., Korea, and Greater China. Amy also sits on the board of Global Interactive Technologies (NASDAQ: GITS), the company behind FANING, a global K-culture fandom platform that connects millions of fans through immersive content and community experiences.
As a producer, Amy focuses on culturally dynamic, commercially scalable projects that bridge markets and audiences. She oversees development, financing, and packaging for premium IP and genre-forward content, collaborating with creators and investors across Hollywood, Seoul, and Beijing to build stories that travel. Her portfolio spans narrative film, digital-first content, and cross-platform media, with an emphasis on emerging Asian talent and global distribution.
Born in Hunan, China, Amy began her career in finance and tech at JPMorgan Chase and Apple before transitioning full-time into entertainment. Over the past five years in South Korea, she has cultivated deep expertise across the Asian and U.S. media landscapes.
Fluent in English, Mandarin, and Korean, Amy brings a global perspective to every project she leads. Her mission is to champion emotionally powerful, globally accessible storytelling while building lasting creative bridges between East and West. She studied at UCLA’s School of Theater, Film & Television.