When he picked up Martin Sorrell’s iPad during the Cannes Debate session to comment on what a wonderful device it is for viewing porn, Dreamworks CEO and Co-Founder Jeffrey Katzenberg said, “I hope this isn’t yours, Martin, because this is pretty sick!”
Katzenberg joined Sorrel and News Corporation Deputy Chief Operating Officer and Chairman and CEO James Murdoch for a discussion on a range of topics including advertising, movie making and the use of technology in the creative process.
Of Cannes tagline change to The International Festival of Creativity, Katzenberg noted it embraces the increase partnership between advertising and Hollywood and the realization that creativity can come from many place.
When Sorrell asked Katzenberg about the creative process, Katzenberg said it’s always “a difficult balance between art and commerce.” He noted the right balance can net spectacular rewards but a swing too far in either direction can result in in a poor outcome.
Of the need to take risks, Katzenberg said, “Originality and creativity depend on and require risk.” With risk can come failure and to avoid that, the proper balance between art and commerce must be attended to.
On the same topic, Murdoch added that when an organization shifts too far to a risk averse position, it can take a long to to right things back to a proper and successful balance.
When the subject shifted to technology and its use to “improve” the product, 3D took a lashing. All three agreed 3D has been a disappointment, was misused and was, many times, used as a last minute add on to ride the trend. But, as Murdoch pointed out, the technology, which many times resulted in movies with higher ticket prices, can out at the wrong time. The very tome when families were cutting back to make ends meet.
At one point the conversation turned to politics and Katzenberg went on a rant and held no punches voicing his opinion about the problems he says the current administration inherited. He posits it’s all the Republican’s fault. When asked his opinion on the matter, Murdoch replied, “I’m not touching that.”
It was a rambling, meandering conversation but there were nuggets and amusement and interesting information throughout. Note to Sorrel: checking your phone to send a text or see if you have an email is considered rude when your moderating a panel in front of hundreds of people.
