Breakfast & Summit Registration Desk Open

Opening Presentation: "Living in Interesting Media Times"
Brad Berens, Chief Content Officer, iMedia Communications, Inc.
When it comes to entertainment marketing, we live in a split-screen world. On one half of the screen, mass audiences are harder to find than D.B. Cooper. Today's biggest TV hits have paltry Nielsen ratings when compared to, say, the original "Bob Newhart Show." Box office sales are finally up this summer, but only for a handful of movies, and everyday Hollywoodloses more viewers to video games and online content. On the other half of the screen, we find a lean-forward, hyper-engaged world of what MIT's Henry Jenkins dubs "participatory culture," where everyday people with broadband, laptops, digital video cameras and a little time on their hands can slice and dice a movie or TV show to fit their own vision (for a classic example of this, search the words "Brokeback to the Future"). Earlier this month, TNS Media Intelligence released its quarterly report for how the U.S. advertising spend has changed in a year-over-year comparison. The news wasn't good for network TV, national TV or newspapers. Meanwhile, internet ad spend soared 16.7 percent (and that's not counting search). On the other side of the coin, though, the internet still represents a mere 7.7 percent of the total ad spend, while TV, magazines and newspapers count for more than 80.0 percent. The internet accounts for less than one out of every $10 dollars spent on advertising, yet some research suggests that Americans spend almost 40 percent of their media attention online. Does that make anything akin to sense?

Insight Presentation: "The Experience Web"
Adam Broitman, Director of Emerging & Creative Strategy, Morpheus Media
As the interactive industry continues to grapple with issues surrounding Web 2.0, a new set of tools and platforms has exploded into mainstream media. Almost overnight, Virtual Worlds such as Second Life, Kaneva and There have made their way onto center stage, and the spotlight is on. While adoption rates are still relatively low, virtual worlds are the beginning of a new era in the interactive space; an era of more human collaboration than ever before. And it promises to produce engaging, social experiences, connecting brands and consumers in an entirely new fashion – through the "experience web." Due to their familiarity with storytelling, media companies have become the pioneers of the experience web, but the surface has only just been scratched. Warner Bros. has begun to outline how the experience web can be leveraged through its Silverscreen Island, however this is only the beginning. In this eye-opening session, join Adam as he examines the evolution of this space and learn how to prepare yourself to stake a strong claim to this increasingly important frontier of the interactive world.

Panel Presentation: "Facing and Conquering Day-to-Day Challenges"
 Don Buckley, SVP, Warner Bros.
Ted Cohen, Managing Partner, TAG Strategic LLC
Richard Robbins, Director of Media Innovation, AT&T
Moderator: Charlie Koones, President & Publisher, Variety
Sure, vision is crucial and sometimes you have to look at things from an altitude of 30,000 feet, but what about the pragmatic, day-to-day questions, hurdles and unforeseen opportunities that entertainment marketers face as they do their jobs? What's the right way to position a movie, DVD or television program in MySpace? More importantly, what's the wrong way? Some industry wags have argued that the United States isn't even a Third World country when it comes to our cell phones, but everybody has one. How can entertainment marketers use cell phones to drive tune-in and box office without alienating audiences? As broadband penetration explodes and more and more on-demand entertainment options surface everyday, is there a Napster or KaZaA waiting online to change the game for how everyday people get their shows and movies? If so, what lessons can we learn from the music industry? Led by the president and publisher of Variety, our panel of experts will kick around the gnawing questions and happy "ah-ha!" moments that make every day an adventure when it comes to interactive marketing. 

Transition/Networking Break

"Visionary Marketer" Award Ceremony
Amy Powell, SVP, Interactive Marketing, Paramount Studios
Introduced by Scott Aversano, President, MTV Films & Nick Movies
Launched in 2005, the Visionary Marketer Award recognizes an executive who has powerfully and effectively expanded campaigns from traditional to include interactive and immersive strategies that service movies or television shows while also advancing the role of interactive within all marketing. The two previous award recipients were New Line's Gordon Paddison in 2005 and Disney-ABC TV's Albert Cheng in 2006. This year, iMedia is proud to recognize Paramount's Amy Powell. In her acceptance presentation, Amy will explore changes in movie marketing, talk about her successes and failures, and describe some of her key tactics for helping moviegoers find films ranging from "Mission: Impossible" to "Nacho Libre," and "Manchurian Candidate" to this summer's "Transformers."