Universal’s Jeff Shell Promises ‘Firehose of Promotion’ for DreamWorks Animation Films

Animated slate will get full benefit of NBC’s Olympics coverage

Last Updated: May 4, 2016 @ 3:31 PM

DreamWorks Animation is set for a considerable PR push from its new owner Comcast.

Universal Filmed Entertainment Chairman Jeff Shell said the company will go wall-to-wall with promotion for DWA during NBC’s Olympics coverage, providing the company with what he called sorely needed resources.

“We have this ability to promote things — you’ll see with the Olympics this summer on NBC. For 17 days you’re going to see this giant promotion of this event, and we can promote our companies behind that,” Shell said at the Milken Institute’s Global Conference in Los Angeles on Wednesday.

Titles that could benefit from the amplified presence include Anna Kendrick‘s “Trolls” due in November, and January’s “Boss Baby” with Kevin Spacey.

DreamWorks Animation Board Chairman Mellody Hobson was also present on the panel, held at the Beverly Hilton and moderated by Julia Boorstein.

Shell said a missing piece in DWA’s overall success was a “firehose of promotion” — something Comcast will be able to offer via massive marketing dollars.

“That’s the flip side of the benefit of the globalization of content — there’s lots of stuff to watch. Even if you have the best show or movie, you have to fight thought the clutter and find a way for people to discover it,” he said. “I think, frankly, DreamWorks as a small company was missing the firehose of promotion.” 

The panel also featured CAA Presient Richard Lovett, and CBS Corp Chairman and CEO Les Moonves. More to come… 


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