Tag Archives: Time Warner

Warner Bros. Entertainment, Inc. – Globally

Posted by Larry Gleeson

Warner Bros. Entertainment. Inc., originally founded in April of 1923, is a broad-based entertainment company, headquartered in Burbank, California on Warner Bros. Studios lot, a 142-acre parcel that houses one of the eminent production and post-productions facilities on the planet, selling its good and services in all major global marketplaces.


In addition, Warner Bros. Studios Facilities oversees the research and development, United Kingdom-based, Warner Bros. Studio Leavesden, a 160-acre production facility that has served as the site for many acclaimed Warner Bros. European productions including the eight Harry Potter films. It is also the home of the Warner Bros, Studio Tour – London, The Making of Harry Potter, a publicity, brand awareness generator. It is one of the most popular UK tourist attractions since opening in early 2012. Warner Bros. and is considered to have one of the most successful brands in the entertainment industry. Warner Bros. Entertainment. Inc. is a fully integrated Time-Warner Company, publicly traded with 89% of its shares held by institutional and mutual fund owners.


Initially, Warner Bros. consistently utilized a standardized approach to its production systems and marketing efforts with a production facility with specific job components made up of raw talent until the vertical disintegration (an impediment to coordination handed down by the US Supreme Court) of the Studio System had run its cycle by 1960. It was the end of the Golden Age of filmmaking and an organizational change was looming.

Warner Bros. shifted to a glocalization strategy with standard operating procedures and adaptation strategies when needed to meet objectives as the rise of television in the 1950’s and the cultural shifts of the late 1950’s and the 1960’s caused a paradigm in viewership. It wouldn’t be long before, Warner Bros adopted a divisional structure where functions were grouped together to meet the needs of their respective products, markets and geographical regions.

With its painstaking market research including social attitudes Warner Bros. produced programming for television and home entertainment with global market products in its international promotional mix. Television, radio, newspaper, billboards and magazine advertisements are used to promote and advertise. Sponsorships and product placements are additional revenue generators.

In addition, Warner Bros. produced feature films for new international viewer markets in international joint ventures. Warner Bros. utilizes distribution agents and subsidiaries throughout its global markets to distribute not only its television, home entertainment and feature films but also a myriad of DVD, Blu-ray, digital content, comic books, animation, video games and broadcasting.


Warner Bros. Consumer Product division oversees the licensing of the intellectual property rights of Warner Bros. Entertainment library of film and television, maintains a commitment to increase and strengthen the power of its core brand recognition using extensive marketing research and analytics through promotional marketing, retailing and creative merchandizing within a vibrant network of global offices in strategic, demographically analyzed locations in Asia, Europe, North America and Latin America. Warner Bros. Consumer Product division also monitors for product counterfeiting and content piracy.

Warner Bros. is primarily in the consumer markets and industrial markets. However, in 1941 the studio was brought into the government market in producing the geopolitical drama/thriller Casablanca at the behest of President Franklin D. Roosevelt long before the concept of Corporate Social Responsibility had taken center stage.

The Warner Bros. library consists of over 7000 feature films, 5000 television programs with tens of thousands of episodes and nearly 75,000 hours of programming. As new viewers are discovering classic films, the product life-cycle of classic films are being altered as new technologies enable restoration of damaged or improperly stored film archivals.

With a direct strategy, Warner Bros. Pictures produces and distributes approximately 18-22 films per year and is a global leader in marketing and distributing feature films in over 120 territories either directly or indirectly while maintaining offices in over thirty countries. Utilizing a business strategy that minimizes risk and maximizes capital and productivity, Warner Bros. finances or co-finances its films while keeping the global distribution rights. Furthermore, Warner Bros. takes advantage of its comparative advantages in marketing and distribution with films financed by third parties in what is often a highly capital intensive industry.


For example, New Line Cinema founded in 1967, is a well-established purveyor of quality, mainstream films as well as niche market films. In 2008, New Line Cinema became a subsidiary of Warner Bros,  with all the practical benefits of a strategic alliance, maintaining its own separate business dealings in development, production, marketing and distribution.

New Line produced The Lord of the Rings, the Oscar Award-winning film trilogy, which generated a combined worldwide box office of nearly $3 billion with an additional $3 billion in consumer products and home entertainment revenue. As mentioned throughout the course, companies in a vertically integrated structure often coordinate and share certain responsibilities. While New Line and Warner Bros. are separate entities they do coordinate with Warner Bros. to maximize business efficiencies. New Line’s 2016 films are being distributed through Warner Bros.


As a sign of Warner Bros. Pictures success, 2015 marked the ninth year in a row it surpassed box office revenues of three billion dollars. In addition, 2015 marked the fifteenth consecutive year that its international and domestic gross receipts exceeded one billion dollars each. No other entertainment studio has ever achieved such a feat.

Another component of Warner Bros. success is its Home Entertainment. Warner Bros. Home Entertainment manages video games, home video and digital distribution to maximize current and next generation distribution scenarios including Blu-ray, DVD, streaming, transactional video-on-demand and delivery of theatrical content to online and wireless channels. Also, it is a substantial publisher of third party and internal video game titles.

Like its Pictures Division, Warner Bros. Home Entertainment led the industry with a nineteen percent market share through its subsidiaries Warner Horizon, Blue Ribbon, Warner Bros. Animation and WBTV.

Warner Bros. Television Group produced over seventy series for the 2015-16 season and oversees and grows the entire Warner Bros. portfolio of television businesses including production worldwide, broadcasting and traditional and digital distribution. Furthermore, Warner Bros. Home Entertainment worked across all platform including the digital, broadcast, pay-per-view and cable to remain the industry and category leader.


Warner Bros. Animation is yet another division of Warner Bros. and is one of the leading animation studios in the entertainment business with an organizational culture made up of a highly creative roster of animators, artists and storytellers working on global products under the scrutiny of long-standing business analysis to discern what products will yield the greatest revenues.

Warner Bros. Animation is home to the animated library containing the popular Looney Tunes, DC Comics, Hannah-Barbera characters and MGM animations. With concept testing, the animation studio is also at the leading edge of technology with its prolific use of computer generated imaging, 360 degree cinema and the exciting new virtual reality technologies as the studio attempts to create an affordable product design with cost-prohibitive technologies.

That’s all folks!


Balio, Tino. “Film Quarterly.” Film Quarterly, vol. 49, no. 1, 1995, pp. 50–52. www.jstor.org/stable/1213500. Hollywood TV: The Studio System in the Fifties

Fell, John. “Film Quarterly.” Film Quarterly, vol. 39, no. 4, 1986, pp. 56–57. www.jstor.org/stable/1212506. “Inside Warner Bros. (1935-51)


Introduction to Global Business by Gaspar, Arreola-Risa, Bierman, Hise, Kolari, & Smith, FIRST EDITION

POKORNY, MICHAEL, and JOHN SEDGWICK. “Profitability Trends in Hollywood, 1929 to 1999: Somebody Must Know Something.” The Economic History Review, vol. 63, no. 1, 2010, pp. 56–84. New Series, http://www.jstor.org/stable/27771570.

Turner Classic Movies (TCM) Launches #TCM Backlot

April 27, 2016

Turner Classic Movies (TCM) today announced the launch of its first ever-official fan club, TCM Backlot, which will serve as the ultimate destination for enthusiasts of TCM. TCM Backlot will give fans unprecedented access to all things TCM including exclusive content, never-before-seen talent interviews, archival videos from the TCM vault, an exclusive TCM podcast, as well as opportunities to win visits to the TCM set, attend meet and greets with TCM hosts and the opportunity to influence programming through online votes. TCM Backlot can be accessed at tcmbacklot.com for an $87 annual fee and will be available for fans to join on April 27, as a kick-off to the 7th annual TCM Classic Film Festival which begins the next day in Hollywood. The fan club was created in partnership with fullcube, a platform integrating and automating subscription-based businesses.


“Creating a fan club allows us to super-serve and further engage with our most passionate and devoted fans,” said Jennifer Dorian, general manager of TCM. “We are always looking for exciting and immersive brand extension opportunities and TCM Backlot offers just that – allowing fans the ability to go behind-the-scenes and dive deeper into the world of TCM, providing a consistently updated fan experience filled with entertaining content and engaging opportunities.”


“The creation of TCM Backlot shines a spotlight on the tremendous opportunities for media companies, like TCM, to transform their relationship with consumers,” said David Hickson, co-founder and CEO of fullcube. “Fullcube’s capabilities help create a brand extension for TCM by bundling a wide variety of engaging assets such as digital content, e-commerce, event and experiential assets, into a premium subscription offering delivering exclusive benefits to classic movie lovers.”

TCM Backlot will provide members with robust access to TCM content, talent, programming and events. Membership highlights include:


  • Programming Influence – receive an advance look at TCM programming and have the opportunity to influence the schedule of movies through contests and voting.
  • Guest Programmer – enter to win an opportunity to co-host a night of movies with a TCM host.
  • On-set Tours – win the opportunity to tour the TCM set and watch a TCM production being shot as well as interact with TCM hosts and crew.
  • VIP Event Access & Members-Only Events – enjoy exclusive access to special events during the annual TCM Classic Film Festival and the TCM Cruise, as well as exclusive events at historical Hollywood sites and members-only TCM Bus Tour events
  • Giveaways and Discounts – receive discounts to TCM related events, tours and merchandise as well as contest givaways of TCM merchandise.


For more information on TCM Backlot, please click here or visit tcmbacklot.com.


About Turner Classic Movies (TCM)

Turner Classic Movies (TCM) is a two-time Peabody Award-winning network that presents great films, uncut and commercial-free, from the largest film libraries in the world highlighting the entire spectrum of film history. TCM, which is available in more than 85 million homes, features the insights of hosts Robert Osborne and Ben Mankiewicz, plus interviews with a wide range of special guests and serves as the ultimate movie lover destination. Currently in its 22nd year as a leading authority in classic film, TCM offers critically acclaimed series like The Essentials, hosted by Robert Osborne and Sally Field, along with annual programming events like 31 Days of Oscar® in February and Summer Under the Stars in August. TCM also directly connects with movie fans through events as the annual TCM Classic Film Festival in Hollywood and the TCM Classic Cruise, as well as through the TCM Classic Film Tour in New York City and Los Angeles. In addition, TCM produces a wide range of media about classic film, including books and DVDs, and hosts a wealth of material online at tcm.com and through the Watch TCM mobile app.


TCM is part of Turner, a Time Warner company. Turner creates and programs branded news; entertainment; animation and young adult; and sports media environments on television and other platforms for consumers around the world.


About fullcube


fullcube is a platform integrating and automating subscription-based businesses. Developed after more than a decade of experience designing, launching and managing premium subscription programs for enthusiast brands, the fullcube platform simplifies the consumer experience and maximizes revenue for subscription offerings from publishers, media, entertainment and sports companies, and membership organizations. fullcube’s platform provides an infrastructure that creates a premium subscription product and integrates multiple subscription offerings into a single hierarchy through the bundling of digital content, commerce, event and experiential assets designed to engage subscribers spanning the spectrum from fanatical to brand-new. For more information, visit: www.fullcu.be.

(Source: Press Release TCM Press Room)