With Super Mario Galaxy Movie topping the box office in 2026 and a controversial Michael Jackson movie ending the spring box office with a record opening for a biopic, no one would argue that transmedia is not a key strategy for Hollywood.
Nick Hill, co-founder and chief innovation officer of creative agency Sohorse Productions, knows this all too well. Hill is this week’s featured guest on the variety podcast Strictly Business. He details how his team takes full advantage of gaming platforms like Fortnite and Roblox and partners with major Hollywood players on promotional experiences.
“What’s notable at this point is the fact that all major movie studios are active on these platforms to promote their films,” Hill said.
Nick Hill of Sawhorse Productions
“I think the entertainment industry has the most dedication and the most consistency of any other industry,” he said. “Essentially every movie rated PG-13 or lower produced by a major studio is on these platforms.”
Sawhorse developed experiences for Fortnite’s GOAT in February, Roblox’s How to Train Your Dragon last year, and Wicked’s Shiz University Roblox event.
R-rated films are playing a role in such mediums as well, with Sawhorse building a campaign for Warner Bros. “Sinners” and “One Battle After Another” in Fortnite last year. Hill believes another gaming giant will soon offer such UGC opportunities.
“Everyone is really excited about the new Grand Theft Auto,” Hill said, referring to Rockstar Games’ sixth mainline game, which will be released on November 19th.
“[GTA 6]is rumored to include UGC gaming elements, which is a huge opportunity for an R-rated movie,” Hill said. “All things being equal, given the platform of choice, we’d bring R-rated movies and edgy branding to 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 newsletter ‘Strictly Business’. New podcast episodes are published every Friday and available for download on Apple Podcasts, Spotify, Amazon Music, and more.
