Why Hollywood is Leveraging Gaming Platforms to Promote Movies

As the 2026 field workplace finishes its spring run with “The Super Mario Galaxy Movie” on prime and a controversial Michael Jackson movie nabbing a report opening for a biopics, nobody can argue that transmedia isn’t a key technique for Hollywood.

Nic Hill, co-founder and chief innovation officer at inventive company Sawhorse Productions, is aware of this all too effectively. Hill is that this week’s featured visitor on Variety podcast “Strictly Business.” He particulars how his crew makes essentially the most of gaming platforms like Fortnite and Roblox to companion with main Hollywood gamers 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 mentioned.

“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 mentioned. “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 final yr’s “How to Train Your Dragon” on Roblox, in addition to the “Shiz University” Roblox occasion for “Wicked.”

R-rated fare has its place in such mediums as effectively, with Sawhorse constructing campaigns for Warner Bros.’ “Sinners” and “One Battle After Another” on Fortnite final yr. Hill believes one other gaming big will quickly supply such UGC alternatives.

“Everyone’s really excited about the new ‘Grand Theft Auto,’” mentioned Hill, referring to Rockstar Games’ sixth mainline recreation 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,” mentioned 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 that includes conversations with trade leaders concerning the enterprise of media and leisure. Click right here to enroll in our free, weekly “Strictly Business” publication. New podcast episodes debut each Friday and might be downloaded at Apple Podcasts, Spotify, Amazon Music and extra.