How an Embrace of Digital Media Helped Viacom Get Its Groove Back

When Bob Bakish took the reins at Viacom less than two years ago, the media giant had a big problem — the “MTV Generation” had long passed, and it was struggling to get its shows in front of young viewers. Television wasn’t the only game in town anymore.

“This is a generation that grew up swiping before they wiped,” as Jacqueline Parkes, CMO and EVP of Digital Studios at MTV, VH1 and Logo, put it at The Grill at the SLS Hotel in Beverly Hills on Monday. “They don’t make the distinction [between] a television or their iPhone or their desktop — when they see the content they want, they’re going to embrace that content.”

Viacom has since looked to target young viewers where they are in 2018. It’s doubled down on YouTube — with “Wild ‘n Out,” its sketch comedy show, growing its channel from 1.1 million to 2.5 million followers in three months earlier this year. Its Instagram accounts have ballooned “300 percent,” and its leveraging Snapchat to draw more teens back to its brands. It’s not an either-or scenario for Viacom when it comes to linear versus digital media, Parkes said, but rather finding a way for them to compliment each other.

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That symbiotic relationship is clear to Wattpad head of content, Eric Lehrman. His platform allows creators to write stories “chapter to chapter” — which lets Wattpad’s 65 million users “interact with the authors as the story builds.” That interaction feeds its stories and often influences how they’re shaped. It’s a near real-time feedback that highlights the strength of digital.

And to Lehrman, another strength is that creators aren’t reliant on the traditional gatekeepers to build their audience and catch their big break. Lehrman pointed to the teen rom-com “The Kissing Booth,” which hauled in 19 million readers on Wattpad. The story — written by a 15-year-old from Wales, Lehrman noted — led to it becoming a Netflix Original movie this year.

With audiences growing more comfortable finding their favorite shows online, the trend towards long-form digital content could continue. Joe Hyrkin, CEO of Issuu, said his company has seen “massive engagement” with Stories — the popular feature on Instagram, Facebook and Snapchat that allows users to curate a thread of pictures and video. Users are “moving away from headline, snippet stuff” to dive “deeper” into Stories. To Hyrkin, that shift shows that users are willing to watch more than short-form shows, as long as the content is engaging. And since Stories has been primarily driven by amateur creators, there remains an opening for established studios to make their mark.

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“The majority of story content is still user generated, relatively inconsistent, and not necessarily brand friendly,” Hyrkin said at TheGrill. “The format is established, but we’ll start to see increasing high-quality professional content.”

Parkes echoed that thought, saying networks have reached a “tipping point where quality stands out.” Viewers have an endless amount of options now. To achieve digital success, networks have to not only hit viewers where they are, but with something they’ll want to see again and again. “At the end of the day, quality content wins.”

The Scene at TheGrill 2018: Will Packer, Patrick Soon-Shiong and More at TheWrap's Media Leadership Conference (Photos)

TheWrap's 2018 TheGrill conference gathers up the biggest thought leaders in Hollywood, media and technology at SLS Hotel, a Luxury Collection Hotel, Beverly Hills.
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Producer Will Packer and TheWrap founder and CEO Sharon Waxman take a selfie at TheGrill 2018.
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Dr. Patrick Soon-Shiong, owner and executive chairman of The Los Angeles Times, talks in his spotlight conversation at TheGrill.
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Sharon Waxman speaks with Josh Sapan, president and CEO AMC Networks Inc. and David Nevins, president and CEO Showtime Networks Inc. as part of TheGrill's keynote interview.
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Jim Wiatt, ex-chairman of William Morris Agency, attends TheGrill 2018.
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Ted Farnsworth, chairman & CEO, Helios & Matheson Analytics, Inc., owner of MoviePass, poses for a photo ahead of his panel discussion at TheGrill 2018.
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Sharon Waxman speaks with attendees and speakers at TheGrill 2018.

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Audience members chat during a Power Break at TheGrill 2018.
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Sharon Waxman, CEO and founder of TheWrap, delivers opening remarks at TheGrill 2018 at SLS Hotel Beverly Hills.
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Sharon Waxman and Jason Hirschhorn embrace at TheGrill's "The Future of Media" discussion.
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Jason Hischhorn, CEO and chief curator, REDEF Group, Inc., co-moderates the panel "Merger Mania - The Remaking of the Studio System."
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Sharon Waxman moderates the panel discussion "Merger Mania - The Remaking of the Studio System."

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Schuyler M. Moore, partner at Greenberg Glusker, speaks during the panel discussion "Merger Mania."
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Roy Salter, senior advisor at FTI Consulting, speaks on the panel discussion "Merger Mania - The Remaking of the Studio System."
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Alissa Miller, partner at the law firm Akin Gump, shares thoughts on the remaking of the studio system.

Also Read: How an Embrace of Digital Media Helped Viacom Get Its Groove Back
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Roy Salter, senior adviser at FTI Consulting, talks on the panel discussion "Merger Mania - The Remaking of the Studio System."
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TheWrap tech reporter Sean Burch leads a discussion on cryptocurrency at TheGrill 2018.
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Syed S. Hussain, chief commercial officer at BANKEX and Lauren Selig, co-founder of Shake and Bake Productions, discuss cryptocurrency and blockchain in entertainment.

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Jonathan Manzi, CEO & co-founder of Beyond Protocol and Evan Vandenberg, senior manager of OPSkins, discuss cryptocurrency and blockchain in a panel discussion.
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TheWrap's tech reporter Sean Burch has a conversation outside the Albert Ballroom at the SLS Beverly Hills.
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Audience members listen to a panel discussion at TheGrill 2018.
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Audience members listen to a panel discussion at TheGrill 2018.
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TheWrap's Jocelyn Johnson talks to Ben Lerer, CEO of Group Nine Media.
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Ben Lerer, founding CEO of Group Nine Media, talks with TheWrap's Jocelyn Johnson.
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TheWrap's Matt Lopez listens to the Digital Media Fireside Chat with Ben Lerer and Jocelyn Johnson.
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Attendees listen intently during a panel discussion at TheGrill 2018.
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Greg Goodfried, head of digital talent at UTA; Eric Lehrman, head of content development and production at Wattpad; Jacqueline Parkes, CMO & EVP, Digital Studios for MTV, VH1 and Logo Group; Joe Hyrkin, CEO of Issuu, speak about "Digital Media - Monetizing, Distribution and The Role of Stories."
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Greg Goodfried, head of digital talent at United Talent Agency, leads a panel discussion on digital media.
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Jacqueline Parkes, CMO & EVP, Digital Studios for MTV, VH1 and Logo Group, discusses monetizing storytelling for digital media.
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Joe Hyrkin, CEO of Issuu, speaks at TheGrill 2018.
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Eric Lehrman, head of content development and Production, Wattpad, talks on a panel discussing digital media.
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Sharon Waxman, CEO and editor-in-chief of TheWrap, introduces a panel discussion at TheGrill 2018.
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Audience members listen to a panel discussion at TheGrill 2018.
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The crowd at TheGrill 2018
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Attendees at TheGrill 2018
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Attendees at TheGrill 2018
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Will Packer talks in a spotlight panel at TheGrill 2018.
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Will Packer of Will Packer Productions speaks at TheGrill 2018 with TheWrap's Sharon Waxman.
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Attendees listen intently during a panel discussion at TheGrill 2018.
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Attendees listen intently during a panel discussion at TheGrill 2018.
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Will Packer, Sharon Waxman and Sree Sreenivasan take a selfie together at TheGrill 2018.
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Attendees at a cocktail party on Day 1 of TheGrill 2018
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Attendees at a cocktail party on Day 1 of TheGrill 2018
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Swag and gift options offered at TheGrill 2018
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Attendees at a cocktail party on Day 1 of TheGrill 2018
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TheWrap's Nina Brown and guest attend TheGrill 2018.
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Day 2 of TheGrill 2018 kicks off with breakfast sponsored by CBS.
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TheGrill 2018 breakfast spread included bagels, smoked salmon, fruit, yogurt parfaits and pineapple and watermelon juice.
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The team from MoviePass, Rod Vanderbilt, Ted Farnsworth and Maayan Nave, attend TheGrill 2018.
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Rod Vanderbilt of MoviePass attends TheGrill 2018.
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Josh Sapan, president & CEO AMC Networks Inc. and David Nevins, president & CEO Showtime Networks Inc., socialize in the green room ahead of their panel discussion.
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Sharon Waxman speaks with AMC Networks' Josh Sapan in the green room at the SLS Hotel Beverly Hills.
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Sharon Waxman and Christine Bragan, VP of Marketing and Communications, AMC Networks, attend TheGrill 2018.
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Josh Sapan, president & CEO AMC Networks Inc. talks with Sharon Waxman at TheGrill 2018.
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David Nevins, president & CEO Showtime Networks Inc., talks with Sharon Waxman at TheGrill 2018.
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Wyck Godfrey, president of Motion Picture Group, Paramount Pictures, JL Pomeroy, chief marketing officer, IMAX and Julie Rieger, president, chief data strategist and head of Media at 20th Century Fox, discuss "Innovating in Marketing - The Future of Movies," with TheWrap's Thom Geier.
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Julie Rieger, president, Chief Data Strategist and head of Media at 20th Century Fox, talks at TheGrill 2018
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JL Pomeroy, chief marketing officer of IMAX, discusses Innovation in Marketing and The Future of Movies.
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JL Pomeroy of IMAX and Julie Rieger of 20th Century Fox share their thoughts in a panel discussion on TheGrill.
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Sharon Waxman introduces a panel on "Online Ticketing and the Future of Theatrical."
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Ted Farnsworth, chairman & CEO, Helios & Matheson Analytics, Inc., and Matthew Bakal, co-founder and chairman of Atom Tickets, discuss "Online Ticketing and the Future of Theatrical."
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Sharon Waxman moderates a discussion on online ticketing with Ted Farnsworth and Matthew Bakal.
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Matthew Bakal of Atom Tickets discusses the future of theatrical exhibition and online ticketing.
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Ted Farnsworth, Chairman & CEO of Helios & Matheson Analytics, Inc., discusses MoviePass during a panel discussion at TheGrill.
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An audience member awaits the panel discussion on eSports at TheGrill 2018.
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Malik Forte leads a panel discussion on "The Virtual Gridiron: How eSports Is Changing How We Compete" at TheGrill.
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Daniel Cherry and Damon Lau at the eSports panel discussion moderated by gaming analyst Malik Forte.
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Daniel Cherry, CMO, Activision Blizzard eSports Leagues, discusses "How eSports Is Changing How We Compete."
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Damon Lau, head of eSports at United Talent Agency, discusses "The Virtual Gridiron."
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Matthew Iantosca, Managing Partner at Gerber Kawasaki Wealth Investment, talks on TheGrill's panel on eSports.
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Jared Jeffries, former NBA player and president of Echo Fox, discusses "How eSports Is Changing How We Compete."
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Jared Jeffries's "The Simpsons" socks spied on stage while discussing eSports.
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Attendees get lunch at TheGrill 2018 provided at the SLS Beverly Hills.
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Attendees get lunch at TheGrill 2018 provided at the SLS Beverly Hills.
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Attendees discuss at roundtable breakout sessions during lunch at TheGrill.
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Attendees get lunch at TheGrill 2018 provided at the SLS Beverly Hills.
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Dr. Patrick Soon-Shiong, Owner & Executive Chairman of The Los Angeles Times, speaks with Sharon Waxman at TheGrill.
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Dr. Patrick Soon-Shiong, Owner & Executive Chairman of The Los Angeles Times, speaks with Sharon Waxman at TheGrill.
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Beatriz Acevedo, President of Fundacion Acevedo, Jaime Davila, President of Campanario Entertainment, Daniel Batista, co-founder and president of BESE, Rick Rodriguez, COO, head of Content at Pongalo, speak on a panel at TheGrill.
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Beatriz Acevedo, President of Fundacion Acevedo, moderates a panel discussion on "Diversifying Entertainment Through the Latinx Lens."
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Jaime Davila and Beatriz Acevedo discuss Latinx diversity in entertainment.
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Jaime Davila, president of Campanario Entertainment, speaks on a panel discussion about Latin diversity in entertainment.
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Daniel Batista, co-founder & president of BESE, joins TheGrill's panel "Diversifying Entertainment Through the Latinx Lens."
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Rick Rodriguez, COO, Head of Content at Pongalo, joins TheGrill's panel "Diversifying Entertainment Through the Latinx Lens."
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Tim Molloy, executive editor of TheWrap, moderates a discussion on "Artificial Intelligence: Where It's Taking Entertainment."
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Poppy Crum and Yves Bergquist discuss artificial intelligence at TheGrill 2018.
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Poppy Crum, chief scientist at Dolby Laboratories, discusses artificial intelligence in entertainment.
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Yves Bergquist, co-founder & CEO of CORTO, discusses artificial intelligence in entertainment.
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The main stage in the Albert Ballroom during the afternoon breakout session "Casting in the 21st Century."
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Sharon Waxman and Rafi Gordon, Co-CEO of Casting Networks, speak during a breakout session, "Casting in the 21st Century."
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Alex Amin (right), Co-CEO of Casting Networks, speaks in an afternoon breakout session on "Casting in the 21st Century."
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Victoria Burrows, casting director behind "The Lord of the Rings" trilogy of films and others, joins a breakout session on "Casting in the 21st Century."
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An attendee gets a free t-shirt upon checking in at TheGrill 2018.
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The Producers Roundtable during an afternoon breakout session, as led by Jay Cohen, head of the Financing Division at Gersh Agency.
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Jocelyn Johnson, director of Digital Video News and Membership at TheWrap, and Peter Csathy, founder & chairman, CREATV Media, lead an afternoon breakout session on Silicon Beach.
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The Silicon Beach Roundtable, as moderated by Peter Csathy and Jocelyn Johnson.
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The 2018 Innovators Panel at TheGrill as moderated by Sharon Waxman.
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Matt Stern, COO of Mira Augmented Reality, speaks on the 2018 Innovators Panel.
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Matt Stern of Mira Augmented Reality shows off an early version of the company's augmented reality glasses.
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Fanshen Cox DiGiovanni, a playwright and activist who pioneered the adoption of inclusion riders, speaks on the 2018 Innovators Panel.
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Colin Petrie-Norris, CEO of Xumo, speaks on the 2018 Innovators Panel.
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Michael Wann, CEO of MobCrush, speaks on the 2018 Innovators Panel.
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Trey Williams and Francisco Delgado of TheWrap interview Innovators List honoree Fanshen Cox DiGiovanni
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Trey Williams and Francisco Delgado of TheWrap interview Daniel Cherry, CMO, Activision Blizzard eSports Leagues at the cocktail party post-TheGrill.
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MoviePass provided gift bags to attendees of TheGrill's post-event cocktail party
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The scene at the cocktail party presented by MoviePass
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The scene at the cocktail party presented by MoviePass
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Sharon Waxman and Thom Geier of TheWrap talk with MoviePass's Rod Vanderbilt at the cocktail party post TheGrill.
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Michael Wann of MobCrush attends TheGrill cocktail party
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The scene at the cocktail party presented by MoviePass
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Entertainment, media and technology converge at TheWrap’s 8th Annual Grill Conference at SLS Hotel Beverly Hills

TheWrap's 2018 TheGrill conference gathers up the biggest thought leaders in Hollywood, media and technology at SLS Hotel, a Luxury Collection Hotel, Beverly Hills.

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The Scene at TheGrill 2018: Will Packer, Patrick Soon-Shiong and More at TheWrap's Media Leadership Conference (Photos)

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