"The film value chain is very disconnected from today's online reality" Ben Johnson, Founder Gruvi

In this episode we are joined by Ben Johson, Founder of the digital media agency, Gruvi. In a wide ranging conversation, Ben describes the lightbulb moment that led him to establish a film-specific model and why he believes the current value chain in the sector is out of sync with how audiences make decisions. We also talk about how and why cinemas have a distinct advantage in the film ecosystem (around their audience data) and how they can leverage this through greater collaboration with distributors. Ben also reveals the markets he is most excited about currently and why the future of independent film distribution is bright. 

About Ben Johnson

Ben Johnson, the founder and Head of Strategy and Audience Technology at Gruvi, stands at the forefront of the entertainment industry's evolution. His dynamic career, which commenced in 2007 in film marketing, has propelled Gruvi into a cutting-edge media agency specialising in technology-driven solutions for film distributors seeking to connect with and captivate online audiences. Ben has orchestrated over 300 movie campaigns for major players like Warner Bros., Disney, and Sony, as well as independent studios including Wild Bunch, Scanbox, and Dogwoof.

Ben's educational background includes an MBA in Technology Management and a foundation in Marine Ecology. Since the early days of online advertising and social media, he has been a pioneer, driven by an unwavering fascination with the potential to reach and engage audiences at scale. Rooted in his scientific background, this passion has become a driving force behind his commitment to understanding and leveraging the dynamics of online populations.