Warner Bros.'s Cameron Curtis on casting creators involved in "A Minecraft Movie" and making shareable moments for viewers
Category
✨
PeopleTranscript
00:00We have a great case study recently with Minecraft and you know for the first time ever we actually cast creators in our movies so you know great Minecraft gamers were actually cast in the film and so we had them on from the get-go and then we also create throughout the campaigns these shareable moments so this idea that you know at every point in the campaign creators have a tool kit to amplify your message but also that they're creating content that is authentic to them and real to them.
00:25We also want to create these shareable moments that you know feel like they are part of this world part of this experience I think our team does a great job when it comes to setting up in the case of Minecraft a content day that was designed to look like the world of Minecraft so that when creators were there they wanted to share they wanted to be a part of it and showcase that.
00:44There's a ton of great examples like that and I think you know ultimately what it is we for so long for so many years as a brand we were focused solely on building up our own social channels and you know what that would get for us.
00:56Ultimately when we talk about cultural heat when we talk about you know lighting a match that really gets everyone talking about your movie to utilize engage or to engage with and utilize creators and you know offer them these tool kits and these opportunities to be a part of our campaign it really means something.
01:14And they say that this is of the moment right so these minecrafters this whole idea if you've been to a movie theater lately you've probably heard chicken jockey screamed as loud as possible from some of the auditoriums and that was all intentional you know that was all intentional heat and part of working and collaborating with creators from the get go not thinking about them after we had already made the film bringing them along every step of the way and that's what's key to us.