Welcome to the segment Entertainment Marketing, Cross Industry Growth. This will be the agenda. I'll start by talking about Cross Industry implications. I'll talk about Entertainment Importing. I'll talk about Entertainment Exporting and I'll finally finish it off with some key examples. So, let's get started. Let us remember what entertainment means. Entertainment was defined as to hold among, so that get's at the very nature of entertainment. And so if we are growing, we want to import from other industries the ability to enhance the holding. To enhance the ability to expand our attention, so that will be the gist of how entertainment can grow. But on the flip side, entertainment can help other industries. Because I think by definition, other industries are not as entertaining. We can help other industries by exporting the fun fact, the amusement fact. By exporting the engagement fact. So, this relationship can be very symbiotic. It can work in both ways. We can import or we can also export. So, how can we import? Well, as you can see, there is no dearth of examples. So, we can enhanced the experience with technology. And what's great about the entertainment business is that more technologies are being developed not just 3D, which we've had around forever, but especially virtual reality and augmented reality. And over the top TV as we've talked about before, which we can access now or easier than ever before. You can use social media. So I like to watch movies by myself, but I do want to tweet with my friends and get their comments. So, the whole month doesn't have to be just a big audience. It could be just one person. But through social media, I can still simulate a much larger one. And even in things like cars, the entertainment component is becoming more and more important. In the future when we have driverless cars, even more so. And with content, it's somewhat like the Olympics where you want it to be faster, higher and stronger. And with content, there are two you want to be better. You want to be in terms of the quality, you want to be faster. You want to be everywhere. So content is king in the entertainment and the delivery of it, the duration of it, specially with things like big data is becoming more and more important. And the analysis being done in marketing, such as on customer journey. I think that two is important in terms of enhancing the experience by knowing where entertainment begins and ends. So for example, in flight entertainment. Why does it only have to be in flight? Maybe when you're waiting in the lounge, there are two you want to have personalized entertainment. And lastly, there are many business concepts such as marketing to the bottom of the pyramid that we can emulate in entertainment. By trying to make entertainment a much more accessible, even to people in countries where their purchasing power is low. Some example. Well, there is yours truly. So just the other day, I tried to experience first hand how real life like virtual reality is. So the virtual part of VR is becoming less and less, and it's becoming more real. So again, my experience was kind of limited. But as a filmmaker, my ambition is to one day and I hope that one day is someday soon, make a virtual reality movie. So, it does really enhance the life like quality of that entertainment experience. Here's another example and this is one concerning augmented reality. So Six Flags and their rollercoasters have augmented it with a different landscape, and alien survival attacks survival game imaging. So you get that same feel when you ride a rollercoaster, but the difference here is that you're being attacked by alien space ships and so on. So, the sensory experience is maximized. It becomes more fantastic than you experienced before. Entertainment is not just limited to one delivery system, one channel, one media. So, there's a very famous movie called the Lion King and it's a prime example of just having one source from multi-channels or multi-delivery media. So, it started out as just a movie. Ultimately, it was expanded into other vehicles such as a theme park ride at Disneyland. They licensed a ton of merchandise and I should know, because my son was a big Lion King fan so he had the Lion King plastered everywhere in his room. He was wearing Lion King pajamas. His bed had Lion King sheets. So, he lived in this Lion King world with all this merchandise. Of course, they made videos of the movie. And they, of course, had music composed by Elton John. There were book on it. There were games on it and I think even more so than the movie, the Lion King now lives on through the Lion King the musical. So as we can see here, if you have good content, you can leverage that. You can multiply the sale that can be generated by having more than just one entertainment vehicle. So, this is what can be truly labeled cross entertainment.
