More Than A Studio Exec, Sue Kroll Promotes New Technologies!
Marketing used to be a far more limited industry before the Internet. With the rise of viral videos, the release of a movie trailer on the Internet can become a phenomenon in and of itself. Viral marketing campaigns on the Internet have been known to make obscure movies with little potential appeal into cultural phenomena. No one seems to understand the role of changing technologies in promoting films than Sue Kroll.
Sue Kroll is the President of Worldwide Marketing for Warner Bros. Pictures. She has held the role since January 2008, when the position was created for her. Prior to 2008, Sue Kroll served as Warner Bros. President of the International Marketing Division, a post she assumed in 2000. The change in title is hardly just a semantic one; Kroll’s successes at promoting Warner Bros. films internationally led to the breakdown in barriers between the domestic and international divisions at Warner Bros! By combining the domestic and international divisions into a worldwide marketing team, Kroll has rebranded Warner Bros. movies throughout the world. That new, consistent, message has resonated with moviegoers around the world as her efforts made international phenomena out of the Harry Potter film saga, The Matrix sequels and the Oceans franchise!
Kroll rose through the ranks at Warner Bros. after working for Viacom and Turner Broadcasting. While working for Turner Broadcasting, she was responsible for bringing TNT and the Cartoon Network to Europe. One need only consider EuroDisney to know that not every American idea takes root overseas, but with Kroll’s guidance and market savvy, she literally built the Turner Broadcasting network in Europe!
At Warner Bros, Susan Kroll has refined her position and strengthened Warner Bros. position by being responsive to new technologies. A key part of Susan Kroll’s international strategy to promote films is to respond to the market and adapt. For example, when the first trailer for Green Lantern did not spark the enthusiasm and viral status on the Internet that Warner Bros. hoped, Kroll altered the marketing approach. She waited until all of the special effects for Green Lantern were completed and released the new trailers a comparatively short time before the film was theatrically released. By promoting the special effects right before the movie came out, Kroll created a type of “impulse item” demand for the movie that made it enough of a success at the box-office for Warner Bros. to consider building the film into a franchise.
Susan Kroll is one of the most powerful women in media today and she retains her authority in the marketplace, in part, by using the fantastic technological tools now available to her!
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