Supergravity Pictures Makes First Senior Hire (Exclusive)
Katie Hawkins joins the production company from Beachbody, the company known for weight-loss brand P90X.
Supergravity Pictures, the production company that has quickly built a slate of digital-first, direct-to-consumer films, has made its first senior hire.
The Venice, Ca.-based firm has tapped Katie Hawkins as head of marketing and audience intelligence. Hawkins was previously director of product development at Beachbody, the multi-level-marketing company behind fitness and weight-loss brand P90X. While there, she connected digital talent with the P90X product for promotional campaigns and helped launch the brand's fitness videos on the Xbox platform. As co-founder and creative director of production company Echo 43 Studios, she worked on branded content for clients including 20th Century Fox, StyleHaul and Sundance Institute.
"Supergravity is designed to sell films directly to audiences all over the world," said co-founder Marc Hustvedt. "That process involves a deep understanding of consumer behavior, building out our attribution marketing technology, and of course a rock star team led by Katie."
Added co-founder Max Benator: "The marketing and sales resources we're developing in-house are entirely unique within the film business. We're very fortunate to have Katie on board helping to lead that effort."
At Supergravity, Hawkins will lead direct-to-consumer sales and marketing, utilizing top executive talent and technology designed to drive sales. It's a model similar to the one popularized by Camp Takota, a film executive produced by Hustvedt starring YouTube comedians Grace Helbig, Hannah Hart and Mamrie Hart, which leveraged the fan bases of its stars and used other marketing tools to pre-sell the film and merchandise ahead of its VOD release.
"The entertainment business is at a pivotal moment where the direct-to-consumer models are challenging the way studios approach marketing and distribution," Hawkins said. "It's about creating an iterative and integrated approach, which allows us to make smarter decisions that are directly based on results and conversions."
Supergravity was founded in November 2014 to produce films starring digital talent to be distributed through event theatrical releases and video on demand. The company's first film, currently in post-production, is The Chosen, starring YouTube star Kian Lawley. It is also set to release Man Up, a buddy comedy starring Justin Chon and Kevin Wu, and recently announced that it is in pre-production on a documentary film from Ray William Johnson.