Dentsu is making a big Hollywood bet with ‘Angry Birds 3’ — and beyond
Ad agency group Dentsu is becoming one of Hollywood's newest players, and "Angry Birds Movie 3" is the most visible part of its push.
Dentsu, a holding company in the advertising industry, is making a significant investment in Hollywood with the upcoming film "Angry Birds 3." This move is part of a broader strategy to engage with entertainment and harness its potential as brands seek to reach ad-avoidant consumers. The film marks Dentsu's first substantial capital investment in a movie and involves a collaboration with influencers like MrBeast and Salish Matter.
In addition to the film, Dentsu has been involved in other entertainment projects, including developing creator-led films and shows, investing in a sci-fi comedy, and partnering with the PGA of America on an animated sports feature. Dentsu's CEO, Cathy Boxall, sees this as an opportunity to bring brands closer to creators and IP owners, fostering more creative collaborations at early stages.
The company joins other major ad holding firms aiming to establish a stronger presence in Hollywood, hoping to become entertainment experts for brands seeking to connect with consumers. As the entertainment landscape shifts with fewer traditional studios, ad holding companies like Dentsu see potential in partnering with independent producers and offering marketing support.
The trend reflects a growing recognition among brands that leveraging entertainment and culture is crucial for business growth.
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