More brands are increasingly finding success at funding films for commercial distribution. A confluence of factors is working in the brands’ favor. And while strengthening a brand’s reputation in the marketplace can be one tangible and measurable outcome, its intentions and its actions can also be a liability.
In this video, I explain how brands are making films that deeply resonate with audiences, while also remaining true to their core identity and purpose. When well aligned and executed, the potential impact on a brand’s reputation can be significantly greater than most traditional forms of “branded content.” But, as one would expect with a nascent and fast-growing genre, there are still risks and obstacles to contend with.