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The group will engage top producers, creators and distributors to co-develop, co-produce and co-finance projects. Image credit: LVMH
French luxury conglomerate LVMH introduces large-scale ventures to the public.
This week, the group launched a new broader advertising pipeline, 22 Montaigne Entertainment. Created in partnership with US strategic business consulting firm SuperConnector Studio, the platform transforms the marketing efforts of LVMH’s more than 75 Maisons into audio, television and film media.
“The creation of 22 Montaigne Entertainment, which complements the Maison’s direct engagement activities, formalizes our approach to promoting the brand across entertainment formats,” Anish Melwani, chairman and CEO of LVMH North America, said in a statement. We are excited to be able to establish this.”
“At LVMH, we see each house as a house of stories, a distinct creator of culture,” said Melwani. “We embrace the belief that these stories are meant to be experienced, not just told, and our goal is to share the richness of these stories with consumers as a means of sharing them. It’s all about getting more out of premium entertainment.
“With the strength of the LVMH Group and the expertise of SuperConnector Studios, we expect that 22 Montaigne Entertainment will enable more Maisons to truly engage with their audiences through premium productions.”
to hollywood
The group, which connects brands and the entertainment industry, will tap top producers, creators and distributors to co-develop, co-produce and co-finance projects.
LVMH’s new platform will be exclusively represented by Superconnector Studios, which will help manage the activities. It serves as a unique point of contact for external parties to interact with each company in the conglomerate.
https://www.youtube.com/watch?v=NitEQiQjbbg
LVMH brands such as Dior have long been associated with Hollywood.
Tasked with finding the right global partner for this venture, the company is interested in hiring production companies, talent agencies, artists, management companies, distributors and studios.
Jay Goodman and John Kaplan, co-founders of SuperConnector Studio, said in a joint statement: “We are thrilled to learn that LVMH has decided to expand the creativity and cultural impact of its Maisons through entertainment. will be inspired,” he said.
“We are therefore honored and excited that they have chosen to work with us to create 22 Montaigne Entertainment,” they said. “We share 22 Montaigne Entertainment’s mission and vision with Hollywood and are ready to collaborate with leading storytellers and houses to share our prestige film, television and audio with the world. ”
Luxury has recently stepped into new formats such as film, injecting design codes into movies and collaborating with A-list actors on branded storytelling (see story). As labels continue to land in the middle of blockbuster stories (see story), the big screen will likely become the sector’s primary advertising channel.
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