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Profile: Cherie Crane

Apr 9, 2001  •  Post A Comment

Title: Senior vice president, media, Sony Pictures Entertainment.
Recent interesting deal: “In my area of responsibility, which covers high-profile marketing and promotion of feature films, the most interesting deals could be in the coming upfront market. While I can’t go into particulars, basically we got favored-nation status from certain vendors. In one recent film, for example, we got $1 million in free spots across all media; in another example, we got a schedule of prime-time spots from one network that no other theatrical company could get.
“The consolidation of media companies combined with the anticipated softness of the market should lead to innovative packages and promotions. One of the most powerful marketing tools for us is the opportunity to integrate our product with TV, print and online content through promotions, interstitials and programming. An association with a branded network or a specific program works to the advantage of both parties. This not only gives credibility to our campaigns with that program’s audience, the constant flow of new content in theatrical can help bring in and keep fickle younger demos [for] the vehicle we tie in with.”
The next big thing: “Reality programming promises to be strong for a while yet and could be fueled by a strike. When that’s played out, audiences may be ready for stylized prime-time action a la `Miami Vice.’ Contemporary prime-time soaps in the history of `Dallas’ or `Melrose Place’ could also find the pendulum swinging back in their direction.”
If you weren’t in media buying: “Maybe a kindergarten teacher or an investment banker, each of which seems to have elements in common with media.”