The film of Jason Blum (Paranormal Activity, Insidious, The Purge) attracts a millennial audience, particularly skewed at 18-25-year-olds - a significant and influential segment of the millennial demographic.
NBCU knows this, and has taken advantage of Blum’s skills for a deal that has Blum creating branded content for NBCU’s advertisers aimed at that exact audience.
Blum’s Blumhouse Productions has several successful horror franchises under its belt, but also the film Whiplash and HBO’s Normal Heart, both provocative, not to mention award-winning films that also appeal to broader audiences. NBCU’s deal will have Blumhouse Productions creating content that spans all of those genres, but according to Adweek, the strategy was more about millennials and less about the horror genre.
NBCU has recently been investing in companies and talent that can appeal to the elusive young-millennial target audience, with this branded content deal following its investments in Vox, BuzzFeed and AOL.
Read more at Adweek.
Brief Take: The media company has also set its sights on more branded content offerings this year, with its Content Innovation Agency at the center of ideas for Playing House spots for VOD, as well as Fiat pieces for its cable networks Bravo, Esquire and E!
[Image courtesy of Jason Blum]
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