Brands and media agencies want to tie up with premium content, and producers see the collaboration as an opportunity to finance their projects. But there are a few things that need to change first.
Brands and media agencies were just starting to get their feet under the table of coproduction for big-budget content when the explosion of subscription streaming and its originals model all but drove them out of the game.
But then the industry’s foundations shook and that conversation has been revived with more urgency than ever before, because we’re now in a very different industry landscape.
