As the 2026 box office finishes its spring run with “The Super Mario Galaxy Movie” on top and a controversial Michael Jackson film nabbing a record opening for a biopics, no one can argue that transmedia isn’t a key strategy for Hollywood.
Nic Hill, co-founder and chief innovation officer at creative agency Sawhorse Productions, knows this all too well. Hill is this week’s featured guest on Variety podcast “Strictly Business.” He details how his team makes the most of gaming platforms like Fortnite and Roblox to partner with major Hollywood players on promotional experiences.
“What is worth noting right now is the fact that all the major film studios are activating on these platforms to promote the movies,” Hill said.
Sawhorse Productions’ Nic Hill
“I would say the entertainment industry, more than any other vertical, is the most committed and the most consistent in the way they’re showing up,” he said. “Basically any movie that is PG-13 or under from a major studio is on these platforms.”
Sawhorse has developed experiences for February’s “GOAT” on Fortnite and last year’s “How to Train Your Dragon” on Roblox, as well as the “Shiz University” Roblox event for “Wicked.”
R-rated fare has its place in such mediums as well, with Sawhorse building campaigns for Warner Bros.’ “Sinners” and “One Battle After Another” on Fortnite last year. Hill believes another gaming giant will soon offer such UGC opportunities.
“Everyone’s really excited about the new ‘Grand Theft Auto,’” said Hill, referring to Rockstar Games’ sixth mainline game due Nov. 19.
“[‘GTA 6’ is] rumored to have a UGC gaming component attached to it and that is a massive opportunity for R-rated films,” said Hill. “All things being equal, if I can pick what platform, I’m taking the R-rated films and the edgier brands into ‘GTA 6.’”
“Strictly Business” is Variety’s weekly podcast featuring conversations with industry leaders about the business of media and entertainment. Click here to sign up for our free, weekly “Strictly Business” newsletter. New podcast episodes debut every Friday and can be downloaded at Apple Podcasts, Spotify, Amazon Music and more.
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