当《愤怒的小鸟3》于12月上映时，这将标志着该系列与包括MrBeast和Salish Matter在内的创作者之间的合作；这两位创作者也参与了影片的配音工作。此外，该电影还与一家不太知名的日本广告公司——Dentsu——建立了合作关系。Dentsu正成为好莱坞的新投资者之一，而《愤怒的小鸟3》则是Dentsu在好莱坞投资中最具代表性的项目。
When "The Angry Birds Movie 3" opens in December, it'll mark the franchise's tie-up with creators including MrBeast and Salish Matter, who are part of the cast. It'll also feature a partnership with a lesser-known actor: Japan's ad agency group Dentsu. Dentsu is becoming one of Hollywood's newest investors, and "Angry Birds 3" is the most visible part of its push.
Dentsu表示，这是该公司首次在电影领域进行资本投资（不过他们拒绝透露具体的投资金额）。作为该电影的制片方之一，Dentsu还承担了影片6600万美元的营销和发行费用。除了《愤怒的小鸟3》之外，Dentsu还参与了其他娱乐项目的制作；Dentsu的高管们表示，公司还有更多项目正在筹备中，并计划投资各种类型和规模的电视及电影项目，包括像《愤怒的小鸟3》这样具有全球影响力的多平台作品。
Dentsu said the effort is its first material capital investment in a film (it declined to say how large the stake was). The company, which is credited as a producer on the movie, is also contributing to the movie's $66 million marketing and distribution budget. Beyond "Angry Birds 3," Dentsu has been involved in other recent entertainment projects: Dentsu execs say there's more in the pipeline and that the company plans to invest in more TV and film projects across genres and sizes, including titles like "Angry Birds 3" that are global and multiplatform.
“我们真正希望将我们的客户和品牌与创作者、知识产权所有者更紧密地联系起来，帮助品牌在项目的早期阶段就以更具创意的方式开展合作，”Dentsu的全球娱乐部门负责人Cathy Boxall说道。“随着创作者们越来越多地融入好莱坞的创作体系，我们认为这对品牌来说是一个非常令人兴奋的机会。”Dentsu加入了其他大型广告公司的行列，试图在好莱坞占据更重要的地位。
"We really want to be able to bring our clients and bring brands closer upstream, to the creators, to the IP owners, and help brands to work more creatively at really early stages," said Cathy Boxall, Dentsu's global head of entertainment. "And with creators themselves being more embedded within Hollywood, we feel like that's a really, really exciting opportunity for brands." Dentsu joins other big ad holding companies in getting a bigger foothold in Hollywood.
这些公司希望将自己定位为帮助品牌接触那些倾向于避免广告的消费者的娱乐专家。对于品牌而言，这意味着可以与热门电视节目进行合作推广，或者自己制作电视节目或电影。对于《愤怒的小鸟3》以及其他正在筹备中的项目，Dentsu将优先获得与潜在客户的合作机会。该公司表示，已经有一些客户（具体名称未公开）通过这种方式参与了《愤怒的小鸟3》的制作。
These firms hope to position themselves as entertainment experts for brands trying to reach ad-avoidant consumers. For brands, that can mean doing a marketing tie-up with a buzzy TV show or making their own shows or movies. For "Angry Birds 3" and other projects in its pipeline, Dentsu gets a first shot at potential client integrations or co-promotions. The company said it's gotten a couple of clients — which it declined to name — integrated into "Angry Birds 3" this way.
电通（Dentsu）也希望抓住娱乐产业格局的变化——随着大型电影制片公司的数量减少——来提升自身在咨询和广告服务领域的竞争力，从而吸引更多客户。电通的另类投资部门负责人保罗·康（Paul Kang）表示：“如今在好莱坞，传统的娱乐客户群体正在发生变化：大型制片公司的数量减少了，但独立制片人却越来越多，他们更倾向于向我们这样的广告机构寻求营销帮助。”
Dentsu also wants to capitalize on a shift in the entertainment ecosystem — as the number of big studios shrinks — and position itself to win more clients for its consulting and advertising services. "What you're seeing in Hollywood right now is that what was the typical entertainment client is changing," said Paul Kang, head of alternative investment at Dentsu. "From a studio sense, there's less of them now.
电通表示，其在电影领域的影响力提升已经取得了显著成效：不仅为公司与品牌之间的合作创造了机会，还吸引了更多潜在的娱乐客户。目前这个市场竞争激烈，众多公司都在争夺为品牌进入好莱坞市场提供支持的机会，这些公司包括大型娱乐公司、专业广告机构以及独立制片人。通常情况下，广告公司会通过与其他品牌合作来推广电影，并通过帮助客户融入电影项目来收回投资。
But you've got more independent producers that are coming to agencies like ours, looking for marketing help than five, 10 years ago." Dentsu said its increased profile in film has borne fruit. In addition to creating opportunities for brand partnerships with clients, the company said it had seen an uptick in interest from potential entertainment clients. There's a crowded marketplace of companies competing to help brands crack Hollywood, from talent giants to specialty agencies and producers.
UTA公司娱乐营销部门的负责人朱利安·雅各布斯（Julian Jacobs）指出：“品牌们意识到，必须利用娱乐和文化元素来推动业务增长。”在帮助品牌与好莱坞建立联系方面，WPP和Publicis被视为行业内的佼佼者。WPP旗下拥有Motion Entertainment公司，该公司负责投资、开发和制作电视、电影及数字内容，尤其以联合制作和资助热门真人秀节目《Love Island》而闻名；同时，该公司还为其广告客户提供独家资源，让他们能够提前接触优秀人才和创意。
Holding companies typically commit money to promote a film by lining up brands to co-market it, and recoup their investment by helping clients get integrated into the project. "Brands know they need to leverage entertainment and culture to drive business growth," said Julian Jacobs, who co-heads entertainment marketing at UTA. WPP and Publicis are considered standouts among ad holding companies for connecting brands to Hollywood. WPP has Motion Entertainment, which funds, develops, and produces TV, film, and digital content, and is best known for co-producing and financing the reality TV hit "Love Island."
Publicis则通过其娱乐部门Publicis Media Content & Innovation来投资节目的开发和制作，尤其关注新类型的节目（如情景喜剧《DINKS》），并确保品牌客户能够优先获得广告机会、赞助权以及人才资源。
It also provides WPP's ad clients with first-look opportunities and early access to talent, ideas, and platforms. Publicis, through its entertainment arm Publicis Media Content & Innovation, invests in the development and funding of shows.
杰·古德曼（Jae Goodman）是超级连接器工作室（Superconnector Studios）的负责人，该工作室协助品牌制定娱乐战略。他表示，很高兴看到更多参与者进入娱乐领域，但有一个前提条件。他指出：“媒体代理商的最佳做法，不应仅仅试图利用其媒体采购资源来为客户争取产品植入和定制原创电视节目，还应聘请在植入营销和电视节目开发方面的专家。”
It especially focuses on new properties like the sitcom "DINKS," which it fully financed, to get brand clients first dibs on ad opportunities, sponsorships, and access to talent. Jae Goodman, whose Superconnector Studios helps brands develop entertainment strategies, said he's glad to see more players get involved in entertainment — with a caveat. "Media agencies do best when they don't just attempt to leverage their media buys to get product integrations and original TV shows made for their clients, but also hire experts in integration and TV show development," he said.