2:30 PM - 3:45 PM
Session A:
Promoting Movies, TV, & Music on the Net
In the few years that have passed since the entertainment industry started coordinating the release of its new movies, records, and TV shows with promotional websites, the web has transformed itself from being a novelty medium into a primary communications tool. Entertainment professionals have had to take into account not only the question of promoting a specific product, but to also deal with e-commerce, community building as well as coordination with their corporation’s overall plan. In the case of a record company, the problem can be even more acute. It has to contend with the challenge of promoting music and connecting it to the actual selling of the product online. There are as many entertainment web strategies today as there are web professionals. In this session we bring together the real-world experts to help us understand the changing industry parameters.
Max Keiser, co-founder, HSX Hollywood Stock Exchange
Dave Del Beccaro, President, CEO, and founder, Music Choice
Mark Weiss, CEO, MusicVision
Eric Illowsky, Executive Vice President, HOLLYWOOD.COM
Lance Trebesch, GM, Viant Corp. Los Angeles
Rand Bleimeister, CEO, FirstLook.com
Steve S. Bielawski, Vice President Business Development, Hotline Communications Ltd., Moderator
Max Keiser, is Co-Chairman and Co-Founder of the Hollywood Stock Exchange, a d
igital media company that operates an entertainment stock market at www.hsx.com. Max has his roots in the trenches of Wall Street, where, during the high-flying 80’s, he worked as a leading options broker for the some of the most prominent brokerage firms in the world. The mission then was to ride the bull market that has made the US stock market the forefront of the American Dream. At the apex of his career, Max went to Paris for a two-week vacation that turned into a five-year retreat. It was there that he dreamt up the Hollywood Stock Exchange. The vision was clear. Why couldn’t entertainment properties become commodities, the same way companies have been for hundreds of years? "The Internet, this great equalizer that puts the power of information into the hands of the people was in its infancy and it marked the beginning of a new era in mass communication that could support the dream I had," says Max. Max went directly to Los Angeles to see the only person he knew there, a prominent investment banker he worked with in his Wall Street days. Six months later, the dream had become a reality. The Hollywood Stock Exchange opened its doors to the world in April of 1996, the offices of the company located in the bedroom of a Hollywood apartment. Today, the Santa Monica, California based Hollywood Stock Exchange boasts approximately 65 employees and over 500,000 registered traders that are shifting the values of movies, stars and musical artists in real time. In fact, the dream has exceeded the reality, as more shares are traded on the Hollywood Stock Exchange than on some of the biggest stock markets in the world. "The future of entertainment is now controlled by the masses and we give people the medium by which they can express their thoughts on the entertainment that is produced," says Max. Max is now writing a new chapter in the company’s history, one that has the Hollywood Stock Exchange leveraging it new media experience into the world of traditional media. He currently hosts both "The Hollywood Stock Exchange Market Update" on NBC’s top-rate entertainment news program, Access Hollywood and "The Hollywood Stock Exchange Radio Show" on CBS affiliate 97.1 KLSX. He is also currently developing new ways to enhance the entertainment experience through the promise of interactive television.Mark Weiss is CEO of MusicVision, formerly known as TVMV and he co-founded the company in April 1998. Mark is a senior Internet marketing executive with five years of experience selling and managing online advertising, direct response marketing campaigns and music-oriented promotions. In late 1997, after rising through the ranks of 24/7 Media, Mark conceived a plan for a new Internet advertising network model. Instead of establishing another broad network, Mark predicted that by aggregating web sites within a specific category on the Internet, a network could deliver more accurate media recommendations and clearly defined demographic targeting. He also envisioned faster and steeper sales growth by becoming a specialist in one category, resulting in added value marketing services and higher quality customer service for members of the network, advertisers and ad agencies. His vision became TVMV, which in just two years has become the largest advertising network focused exclusively on aggregating music-oriented web sites on the Internet. The Network represents over 250 music-oriented web sites including Pollstar.com, Sputnik7.com and the official Christina Aguilera Website, and has developed on-line marketing arrangements with the likes of McDonald's, Microsoft, Intel, Coca-Cola, Arizona Jeans, and others. As CEO, Mark is at the heart of TVMV and oversees the company’s overall business strategy, marketing initiatives, strategic partnerships, R&D and capital fundraising. His passion and expertise have been instrumental in the evolution of TVMV and the success of their execution. Mark is directly responsible for TVMV’s cutting edge technology and systems, alliances with companies such as Exodus and Adforce and motivating a skilled staff of advertising, music and Internet professionals. Prior to launching TVMV, Weiss was an online Advertising Sales Manager at 24/7 Media, the second largest Internet marketing services firm. Mark was responsible for selling rich media and targeted banner advertising to clients such as IBM, Proctor and Gamble, and Dell Computers. In 1997, he was an online Advertising Sales Manager for Interactive Imaginations, which became 24/7 Media. Also in 1997, he was an online Advertising Sales Manager for Attitude Network, selling advertising and managing and training staff for a leading online gaming website. In 1996, he was an online Advertising Sales Manager for Jumbo.com, one of the web's largest shareware and software download companies. From 1995 to 1996, he was an online Advertising Sales Manager for Venture Communications, focusing on online direct response media sales.
Eric Illowsky, Executive Vice President, HOLLYWOOD.COM: Eric Illowsky is involved in all aspects of operations, and currently focuses on the integration of Hollywood.com, Inc.’s primary operating divisions, Hollywood.com, Showtimes.com, Inc., shopping.hollywood.com and Baseline. He also manages the company's broadband and wireless distribution initiatives. Illowsky is a new media veteran with 20 years of programming and operations experience. Before joining Hollywood.com, Illowsky ran a new media consulting practice working with media companies such as WorldSpace Corp.'s multimedia group, Warner Bros., Outdoor Life/Speedvision Networks, Cox Communications and Comcast Communications. Previously, Illowsky was SVP at the Sci-Fi Channel. Earlier in his career, Illowsky held marketing, programming and business development posts at Cox Cable, The Walt Disney Company and Times Mirror Cable TV, and played key roles developing major media properties including Disney Channel, Comedy Central, Viewer's Choice, and PrimeStar Partners. Illowsky holds a Bachelors degree from the University of Pennsylvania's Wharton School, and a Masters degree from UCLA's Anderson Graduate School of Management
Lance Trebesch, GM, Viant Corp. Los Angeles: Mr. Trebesch came to Viant in 1997. Since joining, he has led a number of strategy, marketing, and technology projects for Viant's blue chip clients. The projects and Mr. Trebesch's experience exemplify Viant's integrated multidisciplinary - strategy, marketing, and technology -- approach to digital business innovation. Further, Mr. Trebesch's career at Viant demonstrates Viant's high performance growth culture. Playing multiple roles across industries and projects, Mr. Trebesch has helped clients rapidly transform their businesses and markets with digital innovation. Mr. Trebesch's knowledge and experience spans strategy, marketing, and technology. In the strategy discipline, Mr. Trebesch has helped clients create new business models, Internet businesses, and forge new partnerships and alliances. In addition, he has helped clients craft Internet/Intranet/Extranet strategies to address key business imperatives such as channel migration and new revenue growth. Clients have ranged from high-tech, software, retail, and entertainment. Mr. Trebesch has lectured at the college level in strategic business planning and implementation. In technology, Mr. Trebesch has architected and designed robust 3-tierweb-based architectures, primarily in Java. For example, addressing resource management issues, Mr. Trebesch led a team in implementing a robust3-tier ASP/JAVA-COM architecture. The services-based architecture cleanly separated the ASP presentation layer from the JAVA-COM business logic layer; the third layer, a foundational services layer, comprised of data access, session management, and security was developed. Prior to VIANT, Mr. Trebesch led strategic alliances at Dimension X * a leading provider of Java multimedia platforms and tools. Dimension X's Liquid Motion - content creation and animation -- and Liquid Reality, a Java VRML toolkit received a number of industry accolades for interactive content creation and animation. While at Dimension X, Mr. Trebesch leveraged Dimension X technology across Microsoft product lines by identifying, negotiating, and implementing technology integration and co-marketing agreements. Mr. Trebesch spearheaded and implemented 15 co-marketing and technology integration agreements. He also identified and leveraged new business opportunities for Dimension X products, including evaluation of compatible strategic partners and structuring of alliances. Dimension X was acquired by Microsoft in May of 1997. Prior to Dimension X, Mr. Trebesch was Director of Information Technology at American President Lines (APL), a world leader in transportation and IT innovation in the shipping industry. While at APL, Mr. Trebesch led and designed APL's global EDI strategy with its alliance partners as well as within APL business units in Asia, Europe, South America. Responsibilities included development/implementation milestones and U.N. EDI standards. In addition, Mr. Trebesch's helped lead APL's IT integration efforts in its expansion to Europe and South America, a total of thirteen countries. Responsibilities directing all aspects of the project, managing multiple teams of programmers/analysts in application analysis, design, development, and implementation of logistics applications. Mr. Trebesch attended the University of Washington and received degrees in History and Economics
Rand Bleimeister is Founder, President and Chief Executive Officer of FirstLook.com, Inc. FirstLook.com launched in New York on September 15, 1999. Founded in January 1999, FirstLook.com, Inc. is an idealab! company, backed by Cox Communications, Cox Enterprises, The Goldman Sachs Group, Inc., Intel Capital and Kleiner Perkins Caufield & Byers. Bleimeister is a leader in the entertainment and interactive industries with more than 20 years of sales and marketing management experience. Before FirstLook.com, Bleimeister served as Chairman and Chief Executive Officer for Scoop Inc., a Web-based business news and information service. At Scoop, he was responsible for the direction and development of IntelliSearch, a sophisticated online tool for business research. In October 1998, Bleimeister sold the assets of Scoop to Solutions Corporation of America, Nashville TN, and The Call Company of Newport Beach, California. Prior to Scoop, Bleimeister served as Senior Vice President of Sales and Marketing for Virgin Interactive Entertainment where he developed and implemented all sales, marketing, manufacturing, distribution, and customer support strategies in the Western Hemisphere. During his two-year tenure, revenues from North American computer game sales increased over 600%. Bleimeister developed the company's Internet strategy, and launched its Web site, online store, and Web-based technical support. During his career, Bleimeister has held senior management positions at major entertainment companies including Columbia TriStar where he served as Senior Vice President of Special Interest & Interactive Programming and Nelson Entertainment where he served as Executive Vice President. Bleimeister is credited with developing a revolutionary, PC-based co-op Advertising Management System at EMD, a division of Capitol/EMI Music where he served as Vice President of Marketing & Strategic Planning. Previous positions include sales and marketing management roles at Embassy Home Entertainment (acquired by Nelson Entertainment), and Warner Home Video. Bleimeister attended Claremont McKenna College in Claremont, Calif., where he graduated with a bachelor's degree in political science.
Steve S. Bielawski, Vice President Business Development, Hotline Communications Ltd.: Steve Bielawski is Vice President of Business Development for Hotline Communications Ltd. (www.bigredh.com), a private Internet company that develops industry leading, Internet community and content distribution software. Working closely with Hotline’s founders and Board since he joined in 1998, Steve has played an integral role in Hotline’s rapid growth. To date, the company has attracted more than 3 million users worldwide, secured a slot on Go2Net’s 100 Hot Web sites and had their technology validated from top-tier media including The Industry Standard, which stated that "Using Hotline can become a lifestyle on its own" (June 19, 2000). Miramax used Hotline to promote the wildly successful Scream 3 and establish a community for the fans of the trilogy. Likewise, both Trailervision and Zapavision use Hotline to promote and distribute videos to their online communities. Steve’s 25 years of experience in the software and Internet technology industries, in all aspects of sales, business development, marketing, and management, proved critical as he worked to build a brand for Hotline Communications and its proprietary software, Hotline Connect. Prior to coming to Hotline, Steve served as Country Manager (Canada) for Systems Union Incorporated, a global software vendor specializing in International Accounting and Financial Management Software for multinational companies. Previously, Steve has served as Country Manager (Canada) for both Avid Technology Corporation and Frame Technology, respectively, and as Vice President of Marketing for Oracle Corporation (Canada). Steve holds a diploma in Computer Systems Technology from Mohawk College of Applied Arts and Technology in Hamilton, Ontario, Canada.