01
ENTERTAINMENT HAS ALWAYS BEEN THE MOST POWERFUL DRIVER OF CULTURAL CONVERSATIONS, IDENTITY, AND SHARED EXPERIENCES.
As audiences increasingly fragment across streaming platforms, social media, and gaming, entertainment remains the universal language that shapes how we connect and what we value.
For brands, the message is clear: to be relevant today, you must show up where culture lives. That means embedding within entertainment not as an outsider, but as a co-creator. As traditional entertainment models fracture under the pressure of economic strain, technological disruption, and shifting consumer behavior, brands now have the opportunity — and responsibility — to play a more meaningful role in content creation.
02
THIS NEW ERA IS DEFINED BY STRATEGIC COLLABORATION.
Studios are restructuring, streamers are pivoting to ad-supported models, and everyone is exploring new commercial approaches.
To succeed, brands must let go of rigid campaign thinking and embrace entertainment as a multi-faceted, long-term growth lever—one that goes beyond sponsorship to IP co-ownership, storytelling, and measurable ROI.
03
TECHNOLOGY IS ACCELERATING WHAT’S POSSIBLE — AND EXPANDING WHO GETS TO PARTICIPATE.
The Lionsgate-Runway partnership is a landmark example of how AI is becoming a serious force in the entertainment value chain. The deal grants Runway access to Lionsgate’s extensive IP catalogue, allowing it to train AI tools that can assist with everything from pre-visualization to content development workflows.
This collaboration is being closely watched as a potential blueprint for how studios might use AI to streamline production, cut costs, and even preview content before greenlighting major investments. For advertisers, it hints at a future where brands can test creative ideas in near real-time and participate earlier in the creative process. Still, amid all this innovation, the creative core must remain intact.
