In this episode of Don't Kill the Messenger, host Kevin Goetz interviews Tony Sella, the legendary marketing executive behind some of Hollywood's most iconic movie campaigns. During his decades at 20th Century Fox, Sella was the creative force behind unforgettable posters, trailers, taglines, and promotions for films including Avatar, X-Men, Independence Day, Bohemian Rhapsody, and nearly 1,000 others. He shares insights into his creative process, memorable marketing moments, and the philosophy that guided his extraordinary career.
Research as the Foundation for Creative Solutions (01:55) Sella emphasizes that research is only as valuable as the questions asked, highlighting how audience feedback helped solve marketing challenges for films like The Happening and Life of Pi. He and Goetz discuss their long collaboration using qualitative research to refine marketing approaches for hundreds of successful campaigns.
Finding the "Essential Idea" in Marketing (03:56) Sella explains his unique ability to identify a film's core marketing hook, as demonstrated with the Devil Wears Prada campaign featuring the iconic Prada shoe as a trident.
Balancing Trailer Impact with Movie Quality (11:35) Sella reveals a crucial marketing principle about the relationship between trailers and the films they promote, using examples from both Avatar and The Simpsons Movie. For good movies, the trailer must be exceptional, while for truly great films, the trailer must match the emotional impact of the film itself.
Groundbreaking Campaigns: Independence Day (15:49) Describing the legendary Super Bowl spot featuring the White House explosion, Sella explains how they created a cultural phenomenon with the tagline "Enjoy the Super Bowl. It may be your last."
From Disney to Fox: Career Evolution (21:12) Sella recalls getting his "PhD" at Disney, working on hits like Good Morning Vietnam before moving to Fox, where he helped transform films like Taken through innovative marketing approaches and identifying powerful campaign hooks.
The Three Pillars of Creative Success (43:55) Reflecting on campaigns for Walk the Line and Bohemian Rhapsody, Sella shares his philosophy that the most important elements in creative work are passion, talent, and taste—innate qualities that cannot be acquired.
During this lively discussion, Sella showcases the creative intuition that made him a marketing legend while acknowledging the collaborative nature of his success. His story offers helpful insights for anyone interested in film marketing, promotion, or the art of connecting with audiences.
If you enjoyed this episode, please leave us a review or connect on social media. We look forward to bringing you more revelations from behind the scenes next time on Don't Kill the Messenger!
Host: Kevin Goetz
Guest: Tony Sella
Producer: Kari Campano
Writers: Kevin Goetz, Darlene Hayman, and Kari Campano
Audio Engineer: Gary Forbes (DG Entertainment)
For more information about Tony Sella:
IMDB: https://www.imdb.com/name/nm2523305/
For more information about Kevin Goetz:
Website: www.KevinGoetz360.com
Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678
Facebook, Twitter, Instagram: @KevinGoetz360
Linked In @Kevin Goetz
Screen Engine/ASI Website: www.ScreenEngineASI.com