Brand marketers have it tough. There are so many complexities to consider. You do TV, mobile, print, digital, POP, promotion, PR. You have to measure awareness, brand lift, conversions, ROI, intent to purchase, likelihood to recommend and more. Marketing movies, in some ways, is a very simple science for a complex art. Movie marketing, I will argue, is all about the trailer.

Today, I'd like to introduce you to another clever and creative career move: Former Hollywood Reporter columnist and current Deadline.com contributor Ray Richmond is taking his talents as a print journalist to the fortune cookie business. Richmond is the author of several books, including The Simpsons: A Complete Guide to our Favorite Family. He's also a frequent guest on radio and TV talk shows and is known in entertainment circles for his clever comebacks and quick wit.

Nearly all the entertainment brands I have worked with are always looking for better and more efficient ways to connect with audiences. In many ways it's a bit like Roy Scheider as Brody, saying he needs a bigger boat to catch the shark.