• by Richard Whitman , Columnist, February 18, 2015

Well, no sooner do I trash content marketing and how it has laid waste to the advertising landscape and left a pile of crap in its wake, and in flies a press release screaming about how a feature film agency is hooking up with former 20th Century Fox execs to launch an "original content agency." Oh yes, people. It's all about content. Advertising is dead, after all.

So, yes. Big Picture Entertainment, the aforementioned feature film agency has hooked up with Jonathan Helfgot and Mike George to launch Rec Room. The newly formed company will operate independently from Big Picture and will focus on creating original marketing content for film studios, television networks, digital networks and brands looking to connect to audiences "beyond the limits of traditional advertising."

Of the launch and of the changing media landscape, Big Picture managing Partner Ryan Hegenberger said: "We are all aware that the landscape of nontraditional marketing is constantly changing and with Mike and Jon's creative and strategic experience on both the studio and agency sides, we can't imagine a better partnership to bring this new venture to market." 

Both Helfgot and George are excited about Rec Room and, in a joint statement, said, "This is a very exciting time to be in the content business and we recognize the way to reach consumers has dramatically changed. People are incredibly savvy when it comes to marketing. They don't want to be sold, they want to be engaged. Creating content that can both captivate audiences and serve as effective marketing is a challenge, but the key to success in the digital age."

Okay. Psychobabbles aside, fellas, please don’t add to the already growing trash heap of crap which passes for "content" these days.