Four perspectives on the scramble among creative, media, PR and production shops to own the entertainment space.
Chris Daniels talks to the people behind brand films such as BMW's The Escape and Samsung's A Fighting Chance and identifies the secret sauce that engaged viewers and persuaded them to watch.
PRWeek readers chose Starbucks' Upstanders campaign from a list of 13 must-see brand films from 2016.
How Phillips, BMW, Intel, and others made pure entertainment with tangible results.
Check out some of the finest cinematic storytelling on behalf of brands released this year and have your say on which is the best.