Scarcity as Strategy: The Odyssey in IMAX, Norwegian vikings & Harvard’s F*** AI Speech

Scarcity as Strategy: The Odyssey in IMAX, Norwegian vikings & Harvard’s F*** AI Speech

Sonia sits down with Dino Delic, head of data driven communications research lab at Meltwater, to break down Christopher Nolan's Odyssey IMAX strategy, World Cup brand activations, and Ronnie Cheng's viral Harvard commencement speech telling graduates to destroy AI. The big thesis: scarcity is a strategy, and the brands that engineer demand without oversaturating win the monoculture moment. Christopher Nolan's The Odyssey isn't just the most anticipated film of the summer. It's running one of the most strategically layered marketing campaigns in years. The movie opens July 17th, and the campaign has three pieces that point back to the same argument: scarcity drives demand. IMAX presale tickets sold out instantly, the AMC app crashed multiple times, and Universal and IMAX stayed quiet. This is the first time movie tickets are getting scalped like concert tickets, with resellers charging thousands of dollars. The format assignments for different films had Zendaya, Robert Pattinson, and Tom Holland come out to do adverts for all the different formats. The interactive website lets you compare IMAX versus standard aspect ratios side by side. They threw in the Trojan horse popcorn bucket, selling an IMAX camera along with it. Letterboxd announced they're now letting you designate which format you watched the movie in, giving cinephiles social proof of how they watched the movie. This is the first film ever shot entirely on an IMAX camera. The lesson: they knew demand would be high, supply would be low, and the crash would create more buzz. Norway's World Cup campaign is brilliant. They took a photo dressed up like Vikings. The Norwegian Football Federation saw a fan moment that went viral: fans in the stands started doing synchronized Viking rowing chants against Sweden. Coca-Cola signed a deal with Jose Mourinho for his AI likeness. Ronnie Cheng gave a Harvard commencement speech where he dropped F bombs and told graduates to destroy AI. He made jokes about how people brag about using AI to write emails, and said any human being can write emails really well. He brought it up as a generational thing and said the mission of your generation is to destroy AI. He is for AI pioneering breakthroughs in science, medicine, physics, but he's against it in terms of creating art, conversational writing. The lesson: if you use AI, talk about your experience using AI in a way that helps people do their jobs. It would remove how much people are associating it taking over people's jobs. We're talking about: * Christopher Nolan's Odyssey IMAX strategy * Zendaya, Robert Pattinson, and Tom Holland did ads for different formats, interactive website comparing IMAX versus standard aspect ratios * Trojan horse popcorn bucket, IMAX camera bucket, Letterboxd letting you designate which format you watched the movie in * Norway's World Cup campaign: David Yarrow photographing the team dressed as Vikings, building on fan Viking rowing chants, and why paying attention to your community gives you the best marketing ideas * Coca-Cola signing a deal with Jose Mourinho for his AI likeness to create 200 plus pieces of reactive content * Ronnie Chiang's Harvard commencement speech telling graduates to destroy AI, news media coverage negative, Reddit positive * The animator who won a prize to work with Amazon using AI, got pilloried, quit and apologized, and why he didn't explain how AI was going to help * Why your job is helping your boss make better outcomes, not producing outputs Plus: Why the premium on judgment is going up as the cost of competence goes down, and how to use AI to focus on the creative stuff Timestamps 00:00 Christopher Nolan's Odyssey IMAX strategy and scarcity as demand 25:00 Norway's World Cup Viking campaign and paying attention to your community 40:00 2026 FIFA World Cup brand activations and Coca-Cola's AI deal with Jose Mourinho 55:00 Ronnie Cheng's Harvard commencement speech and the animator Amazon controversy

Own Your Audience: Spielberg's Podcast Debut, Celebrity Narratives & YouTube's New Directors

Sonia sits down with Visa Veerasamy, writer, marketing consultant, and author of Friendly Ambitious Nerd, to break down Steven Spielberg's first podcast appearance, how YouTubers are skipping film school and breaking box office records, and why Ferrari's electric car launch flopped. The big thesis: own your audience before you ask for permission, and platforms are selecting for people who can speak well at length. Steven Spielberg went on his first podcast ever at 78 years old. He joined Bill Simmons and Sean Fennessey on The Rewatchables to talk about 2001: A Space Odyssey, nerding out about his relationship with Stanley Kubrick, how he made ET and Close Encounters, and giving insights you'd never get from a traditional press junket. Leonardo DiCaprio did the same on The Big Picture and New Heights with the Kelce brothers. Celebrities are going direct to podcasts because they control the narrative, journalists aren't throwing gotcha questions, and audiences get to hear them talk about process instead of politics. Miles Teller said he's done with magazine interviews after one made him look like an asshole. The Ringer partnered with Netflix to turn all their podcasts into video shows. Late night shows are dying because podcast distribution is better: you can target niche audiences, cut clips that go viral on social media, and celebrities get hours to explain their work instead of five-minute soundbites. Platforms are now selecting for people who speak well. Actors who can't do long-form interviews won't be as beloved as the ones who can explain their process beautifully. Ferrari launched their first electric car designed by Joni Ive and it flopped. The exterior looks nothing like a Ferrari. People liked the interior but couldn't get past the outside. The lesson: if you violate your brand's core identity, you lose both your existing customers and the new ones you're trying to attract. Cadillac did the same thing. Nostalgia is going to win. We're in the New Coke era where brands are making embarrassing pivots and will have to revert. Three YouTubers made feature film directorial debuts this year and killed the box office. Kane Parsons built Backrooms from a viral YouTube series he started at 16, got A24 to pick it up, and opened at $118 million globally at age 19. He's now A24's youngest director ever and highest opening weekend. Markiplier self-financed Iron Lung for $3 million, distributed it himself, and grossed $51 million. Curry Barker directed Obsession and broke records. All three built audiences on YouTube and TikTok before studios got involved, de-risking the investment by bringing their fans with them. Publishers want authors with built-in audiences. The lesson: young creators are speed-running Hollywood by skipping film school, festivals, and development deals. These creators understand the medium their generation consumes. Cultural Tutor started tweeting about architecture, made one 20-minute YouTube video called Why Is Modernity So Ugly walking around London, got 200,000 subscribers, and is now pitching a TV show to Netflix and Disney Plus. The pitch: Planet Earth but for buildings. The lesson: niche topics work when you genuinely care and the audience is searching for it. Video content is the future. Netflix partnered with The Ringer to turn podcasts into video shows. People want to watch, not just listen. Timestamps 00:00 Intro + topic overview 03:13 Podcasts as a grand media reformation 7:35 Why celebrities prefer podcasts 10:17 Journalism incentives gone adversarial 15:00 Late night shows declining 18:35 Lessons: use podcasts to build your brand 24:35 Ferrari Luce: Jony Ive's EV misfire 36:00 Lessons: know your brand identity 41:05 YouTube-to-Director pipeline 45:28 De-risking with built audiences 51:32 Jimi Hendrix analogy + lessons 57:23 Cultural Tutor / "The Modern World" 1:07:51 Takeaways Guest: Visa – Writer, marketing consultant, and author of Friendly Ambitious Nerd (@visakanv on Twitter)

Lessons from Hollywood: Storytelling, Building Your Audience & the YouTube-to-Horror Pipeline

Sonia sits down with Brianne Kimmel, founder of Worklife Ventures and GTM Advisor at ElevenLabs, to break down how AI is reshaping content creation, what Barnes & Noble's stance on AI books means for publishers, and why horror films are the new path to Hollywood stardom. The big thesis: here’s what Silicon Valley and Hollywood can learn from each other and how creatives can flourish in both industries. Barnes & Noble CEO James Daunt said they're willing to have AI books on shelves if publishers label them, pushing the decision back to publishers and customers. Amazon Alexa now creates custom AI generated podcasts on any topic in real time per listener. Spotify and UMG launched a premium feature letting users create AI covers and remixes of Taylor Swift, Ariana Grande, and Billie Eilish songs, with artists opting in and getting revenue share. The question: who's it hurting? The bigger lesson is the market will win. If people don't want AI books, they won't buy them. If creators want their own IP, they'll make original music instead of remixes. Discernment is growing as people see more AI output and realize human created art is better. A new generation of YouTube and TikTok horror creators are breaking into Hollywood. Curry Barker, 26, started on YouTube and TikTok, made Milk and Serial for almost no budget, built an audience, then got Obsession picked up by Focus Features and Blumhouse. He shot it for $750,000 in a month with practical effects, duct tape, and his dad. It premiered at TIFF and has grossed $75 million. Kane Pixels followed a similar path with Backrooms, a found footage series on YouTube based on internet horror lore shot alone with no budget, accumulating over 100 million views before A24 picked it up. Horror is the only genre where you can prove yourself digitally and immediately get a studio deal. The lesson: build an audience, prove the concept, and studios can't argue with the data. People asked why young creators don't get those breaks anymore. Horror is still giving young people that shot, but only if they build their audience first on YouTube and TikTok. Tech companies and Hollywood need to work together. Stripe is doing it right with Stripe Press and Stripe Documentaries, funding real artists and storytellers to create narratives that help the world. Female production companies are going direct to brands for sponsorship, like Netflix integrating Sephora and State Farm into Running Point with Kate Hudson. The next iteration: production companies pitch brands before going to studios, similar to how Apple went direct to brands for Formula One. Reese Witherspoon built Hello Sunshine by optioning books to create female centered stories because there weren't enough acting roles. Rihanna built Fenty so she could make money while raising her kids without compromising. The best creators are evolving: Charlie XCX had Brat Summer, now she's writing on Substack and focusing on acting. Artists need to be comfortable burning down old audiences and evolving into new chapters. Timestamps 00:00 — AI content: Barnes & Noble AI books, Amazon Alexa podcasts, Spotify AI remixes with Taylor Swift, Ariana & Billie 17:08 — Brand storytelling vs. pay-to-play: Perplexity on Hamilton's helmet, Formula One sponsors 24:24 — IRL pop-ups and community building 31:33 — Horror's creator boom: Curry Barker ($750K to $75M) and Kane Pixels (Backrooms, A24) 40:15 — Social commentary in horror: Parasite, Squid Game, Black Mirror 45:42 — Three lessons: going direct, working within constraints, proof of concept 48:50 — Brands sponsoring female-centered content: Running Point, Wicked, Barbie 59:02 — Sean Baker's branded film for self-portrait with Michelle Yeoh 1:05:29 — Charlie XCX, Brat Summer, Substack, and artist chapters

Hollywood & AI: Reese Witherspoon, Spencer Pratt, CMO Fatigue + Spotify

Sonia sits down with Robin Simon Wood, SVP of Production at New Motion, to break down how Hollywood women are talking about AI, why CMO fatigue is real, and Spencer Pratt's clipping campaign for LA mayor. The big thesis: if you're going to take a stance, figure out what you're actually trying to say, and stick to your guns. Demi Moore spoke at Cannes and said AI is inevitable, so we should work with it instead of fighting it. Reese Witherspoon posted an Instagram video about making smoothies and said women need to learn AI because their jobs are three times more likely to be automated, yet only 25% of women use it. Both got backlash for being vague and not explaining what they're actually suggesting Hollywood do. Meanwhile, Christopher Nolan chairs the DGA's AI committee and talks about protecting craft while negotiating AI use. Ben Affleck went on Joe Rogan and said AI writing is shitty, framed it as a tool like visual effects, and called the existential threat narrative bullshit. The lesson: women in Hollywood need to get specific about what they care about and how AI fits their brand, not just say it's inevitable. Brian Chesky went on TBPN and said CMO might be the highest turnover job in Silicon Valley because once something works, it becomes stale. The battle against being stale is exhausting, and marketers are expected to keep innovating week over week, campaign to campaign. The best way to stay fresh is learning from different industries and remixing ideas for your brand, not just copying trends. Spencer Pratt is running for LA mayor with a paid clipping campaign and AI-generated videos. The FCC is miles behind where marketers are in terms of clipping and AI-generated videos, and most people can't tell the difference between AI and real footage. The lesson: political campaigns are changing, and clipping farms and AI-generated content are the new playbook. Users need to be more discerning about what's a political ad versus authentic testimonial. Spotify launched a feature letting you see all your listening data since you first joined but it's not enough to feed data back to users in an interesting way anymore. You need to make them do something or get them interested in what you're working on. We're talking about: * Demi Moore at Cannes saying AI is inevitable and we should work with it, Reese Witherspoon promoting AI to women, and why both got backlash for being vague * Christopher Nolan chairing the DGA's AI committee and talking about protecting craft while negotiating AI use * Ben Affleck on Joe Rogan calling AI writing shitty, framing it as a tool like visual effects, and calling the existential threat narrative bullshit * Why men in Hollywood are getting positive reactions for talking about AI * Brian Chesky on TBPN saying CMO might be the highest turnover job in Silicon Valley * The battle against being stale: learning from different industries and remixing ideas for your brand, not just copying trends * NFL schedule release videos using paint mixing creators and slime scooping, and why they're going viral * Anchoring yourself in human principles, not trends, and building a team of specialists who can execute without burning out * Spencer Pratt running for LA mayor with a paid clipping campaign and AI-generated videos * This last Spotify Wrapped and the 20th anniversary feature not hitting as hard, and people having grander expectations * Spotify could have gone deeper with IRL activations like nostalgia concerts featuring bands from 20 years ago Plus: Why Spotify gave up on their disco ball logo, and why the chase for perfection leaves room for everyone to grow Timestamps 00:00 Hollywood women on AI: Demi Moore, Reese Witherspoon, Christopher Nolan, and Ben Affleck 20:00 Brian Chesky on CMO fatigue and the battle against being stale 35:00 Spencer Pratt's paid clipping campaign and AI-generated videos for LA mayor 50:00 Spotify's 20th anniversary feature and hyper-personalization

AI, Accountability & Ads: Coinbase, Netflix, OpenAI, + Cannes Lions

Sonia sits down with Hiten Shah, founder of Crazy Egg, KISSmetrics, and Nira, to break down how companies are using AI as cover for layoffs, how Netflix reversed its brand promise without blowing up, and why Cannes Lions just created an AI craft category. The big thesis: AI is here to stay, but companies need to stop using it as an excuse and start being honest about what's actually working. Coinbase laid off 14% of its workforce citing AI making employees more efficient. Brian Armstrong tweeted that non-technical people are shipping code and that they're flattening management levels. But the same week, Coinbase had a massive outage and people immediately blamed the layoffs. If you use AI as an excuse, every bad thing that happens to your company gets blamed on AI. PayPal, FreshWorks, Cloudflare, Bill, and Upwork all followed with similar announcements. AI isn't good enough yet to replace most jobs, and this feels like the last gasp of companies using it as cover before the backlash forces them to be more truthful. Netflix reversed its brand promise and won. The original pitch: pay monthly, skip the ads. Then in late 2022 they launched an ad-supported tier. As of Q1 2026, 60% of new signups choose the ad tier and Netflix is on track for $3 billion in ad revenue this year. How did they not blow up their brand? They never touched the premium tier. The ad load is only four minutes per hour. They didn't auto-enroll anyone like Amazon did. And they're integrating brands directly into shows, following the product placement playbook from F1 and Marvel movies. OpenAI fumbled. Sam Altman was adamant about never doing ads, and now they're selling user data and introducing sponsored results in ChatGPT. A Princeton research paper showed the top answers in ChatGPT, Claude, Grok, and Gemini are now sponsored. The difference: Netflix adding ads doesn't make you trust Stranger Things more or less. OpenAI is reversing their utility promise. Their whole point was helping you find the best result, and ads get in the way of that. Cannes Lions announced an AI craft subcategory across Design, Digital Craft, Film Craft, Industry Craft, and Creative Data. The rule: work must be something that couldn't exist without AI. A bifurcation is happening. Luxury brands are leaning into human craft. Commodity brands are using AI. 71% of articles on Twitter are now written by AI. Elite institutions are banning AI to protect craft. Others are accepting it as a tool. Hiten wrote a series of essays on founders and storytelling. Founders need to own their story, not delegate it. Mark Benioff had an enemy. Brian Chesky had a cute origin story. Jeff Bezos had two-pizza teams and doors as desks. The most relevant audience for the story is your team before it's your customers. If everyone in your company describes the company differently, you have drag. The fix: write it down, test it out loud, refine, repeat. Talk to your sales team and find out how they're pitching your product. If it doesn't match what you think you're selling, you have a problem. We're talking about: * Coinbase laying off 14% of employees and blaming AI, and why the same-week outage made people blame the layoffs * PayPal, FreshWorks, Cloudflare, Bill, and Upwork doing the same, and why this feels like the last gasp of the AI excuse * Netflix reversing its brand promise: 60% of new signups on the ad tier, $3 billion in ad revenue, and why it worked * OpenAI's ad problem: Sam Altman saying they'd never do ads, now selling user data, and why Anthropic capitalized with their Super Bowl ad * Cannes Lions AI craft category and why human craft is becoming a luxury signal * Hiten's founder storytelling thesis: own your story, talk to your sales team, and fix the drag before it kills you