The methods they use vary wildly but are all grounded in a solid connection with a show’s potential viewers, playing on their passions, their memories and, not infrequently, on their FOMO. The marketing mavens profiled here obviously know how to drive viewer engagement - putting butts in theater seats and pulling eyeballs toward smaller screens. What does matter is the strategy behind the campaign and how well it is executed. But what’s the secret sauce that will turn a compelling story into an overpowering success?Īs is evident from the examples below, it doesn’t matter whether the project is based on existing IP (“Avatar,” “Barbie,” “Night Court”) or new material (“Oppenheimer,” “Beef,” “Jury Duty”). It takes a quiver of skill sets to mount a marketing campaign for a film or a TV series.