{"id":13211,"date":"2026-05-01T14:06:32","date_gmt":"2026-05-01T14:06:32","guid":{"rendered":"https:\/\/globalnewstoday.uk\/index.php\/2026\/05\/01\/listen-why-hollywood-is-increasingly-leaning-on-gaming-platforms-to-promote-movies-variety\/"},"modified":"2026-05-01T14:06:32","modified_gmt":"2026-05-01T14:06:32","slug":"listen-why-hollywood-is-increasingly-leaning-on-gaming-platforms-to-promote-movies-variety","status":"publish","type":"post","link":"https:\/\/globalnewstoday.uk\/index.php\/2026\/05\/01\/listen-why-hollywood-is-increasingly-leaning-on-gaming-platforms-to-promote-movies-variety\/","title":{"rendered":"LISTEN: Why Hollywood is Increasingly Leaning on Gaming Platforms to Promote Movies &#8211; Variety"},"content":{"rendered":"<p> \t&#039;Strictly Business&#039; is Variety&#039;s weekly podcast featuring conversations with industry leaders about media and entertainment<br \/> \t\t\t\t\t\t\t\tBy  <a class=\"c-link  lrv-a-unstyle-link\" href=\"https:\/\/variety.com\/author\/kaare-eriksen\/\" \t\t\t> \tKaare Eriksen<\/a> \t\t\t\t\t\t\t<br \/>Media Analyst<br \/> \tAs the 2026 box office finishes its spring run with &ldquo;The Super Mario Galaxy Movie&rdquo; on top and a controversial Michael Jackson film nabbing a record opening for a biopics, no one can argue that transmedia isn&rsquo;t a key strategy for Hollywood.<br \/> \t<a  href=\"https:\/\/variety.com\/t\/nic-hill\/\"  id=\"auto-tag_nic-hill\"  data-tag=\"nic-hill\"  >Nic Hill<\/a>, co-founder and chief innovation officer at creative agency <a  href=\"https:\/\/variety.com\/t\/sawhorse-productions\/\"  id=\"auto-tag_sawhorse-productions\"  data-tag=\"sawhorse-productions\"  >Sawhorse Productions<\/a>, knows this all too well. Hill is this week&#8217;s featured guest on <em>Variety<\/em> podcast &#8220;<a  href=\"https:\/\/variety.com\/t\/strictly-business\/\"  id=\"auto-tag_strictly-business\"  data-tag=\"strictly-business\"  >Strictly Business<\/a>.&#8221; He details how his team makes the most of gaming platforms like Fortnite and Roblox to partner with major Hollywood players on promotional experiences.  \t<\/p>\n<div class=\"admz\" id=\"adm-inline-article-ad-1\">\n<div class=\"adma boomerang\" data-device=\"Desktop\" data-width=\"300\">\n<div style=\"min-width:50px;min-height:75px;\" \tclass=\"pmc-adm-boomerang-pub-div ad-text\" \tdata-priority=\"10\" >\n<div id=\"gpt-variety-article-mid-article-uid0\" \t\tclass=\"adw-300 adh-250\" data-is-adhesion-ad=\"\"> \t\t<script type=\"application\/javascript\"><\/p>\n<p>\t\t\tblogherads.adq.push(function () {\n\t\t\t\t\t\t\t\tblogherads\n\t\t\t\t\t.defineSlot( 'medrec', 'gpt-variety-article-mid-article-uid0' )\n\t\t\t\t\t\t\t\t.setTargeting( 'pos', [\"mid-article1\",\"mid-articleX\",\"mid\",\"mid-article\"] )\n.setTargeting( 'viewable', 'yes' )\n\t\t\t\t\t\t\t\t\t\t\t\t.setSubAdUnitPath(\"ros\/mid-article\")\n\t\t\t\t\t\t\t\t\t\t\t\t.addSize([[300,250],[2,2],[300,251],[2,4],[4,2],[320,480],[620,366]])\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t.setClsOptimization(\"minsize\")\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t;\n\t\t\t\t\t\t\t});\n\t\t<\/script> \t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"injected-related-story \/\/ lrv-u-margin-tb-1\" >\n<h2 id=\"title-of-a-story\" class=\"c-title  lrv-u-display-block lrv-u-padding-t-075 lrv-u-padding-b-050 lrv-a-font-secondary-l u-color-black\">  \t \t \t\t \t\t\t\t\tRelated Stories\t\t \t <\/h2>\n<div class=\"lrv-u-display-block lrv-u-border-t-1 lrv-u-border-b-1\" >\n<div class=\"lrv-u-display-block lrv-a-children-border-vertical a-children-border--light-grey-tint-two\" >\n<article class=\"o-card lrv-u-flex lrv-u-padding-tb-075\">\n<div class=\"c-lazy-image  lrv-u-flex-shrink-0 u-width-125 lrv-u-margin-r-1\"> \t\t\t<a href=\"https:\/\/variety.com\/2026\/shopping\/news\/f1-miami-grand-prix-2026-how-to-watch-live-online-free-1235987639\/\" class=\"c-lazy-image__link lrv-a-unstyle-link\" \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t> \t \t\t\t<\/p>\n<div class=\"lrv-a-crop-3x2\" style=\"\"> \t \t\t\t\t\t\t<img class=\"c-lazy-image__img lrv-u-background-color-grey-lightest lrv-u-width-100p lrv-u-display-block lrv-u-height-auto\" src=\"https:\/\/variety.com\/wp-content\/themes\/pmc-variety-2020\/assets\/public\/lazyload-fallback.gif\" data-lazy-src=\"https:\/\/variety.com\/wp-content\/uploads\/2024\/04\/GettyImages-1488324030.jpg?w=250&#038;h=167&#038;crop=1\" alt=\"how to watch f1 miami grand prix online \" data-lazy-srcset=\"\" data-lazy-sizes=\"\" height=\"\" width=\"\" decoding=\"async\"> \t\t\t \t\t\t<\/div>\n<p> \t \t\t\t<\/a> \t<\/div>\n<div class=\"o-card__content u-width-180\">\n<h3 id=\"title-of-a-story\" class=\"c-title  lrv-a-font-primary-xs lrv-u-font-weight-bold lrv-u-color-black lrv-u-display-block u-margin-b-075@tablet u-color-medium-grey:hover a-content-ignore\">  \t \t\t\t<a href=\"https:\/\/variety.com\/2026\/shopping\/news\/f1-miami-grand-prix-2026-how-to-watch-live-online-free-1235987639\/\" class=\"c-title__link lrv-a-unstyle-link a-content-ignore\"  \t\t  > \t \t\t \t\t\t\t\tHere&#039;s Where to Watch Miami Grand Prix 2026 Live Online\t\t \t\t\t<\/a> \t <\/h3>\n<\/p><\/div>\n<\/article>\n<article class=\"o-card lrv-u-flex lrv-u-padding-tb-075\">\n<div class=\"c-lazy-image  lrv-u-flex-shrink-0 u-width-125 lrv-u-margin-r-1\"> \t\t\t<a href=\"https:\/\/variety.com\/2026\/tv\/news\/netflix-tiger-king-copyright-case-documentaries-1236735143\/\" class=\"c-lazy-image__link lrv-a-unstyle-link\" \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t> \t \t\t\t<\/p>\n<div class=\"lrv-a-crop-3x2\" style=\"\"> \t \t\t\t\t\t\t<img class=\"c-lazy-image__img lrv-u-background-color-grey-lightest lrv-u-width-100p lrv-u-display-block lrv-u-height-auto\" src=\"https:\/\/variety.com\/wp-content\/themes\/pmc-variety-2020\/assets\/public\/lazyload-fallback.gif\" data-lazy-src=\"https:\/\/variety.com\/wp-content\/uploads\/2024\/05\/Screen-Shot-2024-05-09-at-10.59.46-AM.png?crop=247px%2C0px%2C987px%2C656px&#038;resize=250%2C167\" alt=\"Joe Exotic speaks at the funeral of his husband Travis Maldonado in a scene from the Netflix series &#039;Tiger King.&#039;\" data-lazy-srcset=\"\" data-lazy-sizes=\"\" height=\"\" width=\"\" decoding=\"async\"> \t\t\t \t\t\t<\/div>\n<p> \t \t\t\t<\/a> \t<\/div>\n<div class=\"o-card__content u-width-180\">\n<h3 id=\"title-of-a-story\" class=\"c-title  lrv-a-font-primary-xs lrv-u-font-weight-bold lrv-u-color-black lrv-u-display-block u-margin-b-075@tablet u-color-medium-grey:hover a-content-ignore\">  \t \t\t\t<a href=\"https:\/\/variety.com\/2026\/tv\/news\/netflix-tiger-king-copyright-case-documentaries-1236735143\/\" class=\"c-title__link lrv-a-unstyle-link a-content-ignore\"  \t\t  > \t \t\t \t\t\t\t\tNetflix Prevails in &#039;Tiger King&#039; Copyright Case, a Win for &#039;Fair Use&#039; in Documentaries\t\t \t\t\t<\/a> \t <\/h3>\n<\/p><\/div>\n<\/article><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p> \t&ldquo;What is worth noting right now is the fact that all the major film studios are activating on these platforms to promote the movies,&rdquo; Hill said.<br \/> \t&ldquo;I would say the entertainment industry, more than any other vertical, is the most committed and the most consistent in the way they&#8217;re showing up,&rdquo; he said. &ldquo;Basically any movie that is PG-13 or under from a major studio is on these platforms.&rdquo;<br \/> \tSawhorse has developed experiences for February&rsquo;s &ldquo;GOAT&rdquo; on Fortnite and last year&rsquo;s &ldquo;How to Train Your Dragon&rdquo; on Roblox, as well as the &ldquo;Shiz University&rdquo; Roblox event for &ldquo;Wicked.&rdquo;<br \/> \tR-rated fare has its place in such mediums as well, with Sawhorse building campaigns for Warner Bros.&rsquo; &ldquo;Sinners&rdquo; and &ldquo;One Battle After Another&rdquo; on Fortnite last year. Hill believes another gaming giant will soon offer such UGC opportunities.<br \/> \t&ldquo;Everyone&#8217;s really excited about the new &lsquo;Grand Theft Auto,&rsquo;&rdquo; said Hill, referring to Rockstar Games&rsquo; sixth mainline game due Nov. 19.  \t<\/p>\n<div class=\"admz\" id=\"adm-inline-article-ad-2\">\n<div class=\"adma boomerang\" data-device=\"Desktop\" data-width=\"300\">\n<div style=\"min-width:50px;min-height:75px;\" \tclass=\"pmc-adm-boomerang-pub-div ad-text\" \tdata-priority=\"10\" >\n<div id=\"gpt-dsk-tab-mid-article2-uid1\" \t\tclass=\"adw-300 adh-250\" data-is-adhesion-ad=\"\"> \t\t<script type=\"application\/javascript\"><\/p>\n<p>\t\t\tblogherads.adq.push(function () {\n\t\t\t\t\t\t\t\tblogherads\n\t\t\t\t\t.defineSlot( 'medrec', 'gpt-dsk-tab-mid-article2-uid1' )\n\t\t\t\t\t\t\t\t.setTargeting( 'pos', [\"mid\",\"mid-article2\",\"mid-articleX\"] )\n.setTargeting( 'viewable', 'yes' )\n\t\t\t\t\t\t\t\t\t\t\t\t.setSubAdUnitPath(\"ros\/mid-article2\")\n\t\t\t\t\t\t\t\t\t\t\t\t.addSize([[320,480],[300,250],[300,251],[2,4],[4,2],[620,366]])\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t.setClsOptimization(\"minsize\")\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t;\n\t\t\t\t\t\t\t});\n\t\t<\/script> \t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p> \t&#8220;[&lsquo;GTA 6&rsquo; is] rumored to have a UGC gaming component attached to it and that is a massive opportunity for R-rated films,&rdquo; said Hill. &ldquo;All things being equal, if I can pick what platform, I&#8217;m taking the R-rated films and the edgier brands into &lsquo;GTA 6.&rsquo;&rdquo;<br \/> \t<em>&ldquo;Strictly Business&rdquo; is <\/em>Variety<em>&rsquo;s weekly podcast featuring conversations with industry leaders about the business of media and entertainment. <a  href=\"https:\/\/cloud.email.variety.com\/signup\/\"  >Click here to sign up for our free, weekly &ldquo;Strictly Business&rdquo; newsletter<\/a>. New podcast episodes debut every Friday and can be downloaded at Apple Podcasts, Spotify, Amazon Music and more.<\/em><br \/> \t\t\tA Variety and iHeartRadio Podcast\t\t<br \/>The Business of Entertainment<\/p>\n<p><a href=\"https:\/\/news.google.com\/rss\/articles\/CBMiqAFBVV95cUxNY1dVd0JqaDZNOUZNLXI0Z1hqWk9YVDktTk5ueXpUNW9YZzdYMkUxdFUzZ0x1RWN2SWdtc3IzczlPUGtrQ2wyaGdSbVAxVlItOFI2ai0tdFBiRXB2dXZjekl4U1lqbmhXblNOOTNhc1RCRTJnakFMUFN5UUJjVGVibXI2NlZwaVRCem5BNTRodnl1VjlBcHZ5WWJCZmdNcVNsZFJjWnhUaFU?oc=5\">source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#039;Strictly Business&#039; is Variety&#039;s weekly podcast featuring conversations with industry leaders about media and entertainment By Kaare Eriksen Media Analyst As the 2026 box office finishes its spring run with &ldquo;The Super Mario Galaxy Movie&rdquo; on top and a controversial Michael Jackson film nabbing a record opening for a biopics, no one can argue that [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":13212,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":{"0":"post-13211","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment"},"_links":{"self":[{"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/posts\/13211","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/comments?post=13211"}],"version-history":[{"count":0,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/posts\/13211\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/media\/13212"}],"wp:attachment":[{"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/media?parent=13211"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/categories?post=13211"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/tags?post=13211"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}