Sue Kroll, head of global marketing for Amazon MGM Studios, has been involved in promoting a diverse range of movies throughout her career, from blockbuster franchises like “Harry Potter” and “The Matrix” to streaming originals such as “Road House” and “The Idea of You.”
During her keynote conversation at Variety’s Entertainment Marketing Summit, Kroll emphasized the importance of trusting one’s gut instinct in marketing, even amidst the changing landscape of digital tools and metrics. She highlighted the need to remain open to feedback from audiences, leveraging the fast-paced environment of digital and social media to adapt and refine marketing strategies.
Kroll mentioned the success of recent launches for Amazon MGM Studios, including the Prime Video series “Fallout” and movies like Peter Farrelly’s “Ricky Stanicky.” She specifically pointed to the sleeper hit “Saltburn,” directed by Emerald Fennell, as an example of a film that presented unique marketing challenges. Despite its unconventional nature, the film’s provocative and subversive elements resonated with audiences, leading to positive word-of-mouth buzz and multigenerational appeal on Prime Video.
Reflecting on her extensive experience in the industry, Kroll emphasized the importance of creating tailored marketing campaigns for each project in order to break through the cultural noise and capture audience attention. She highlighted the need for creativity and adaptability in today’s entertainment landscape, where there are countless options competing for audience engagement.
