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Why an AI brand is showing up at film festivals.
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Morning Brew promotes a story about Wonder Studios, an AI film studio and creative agency, and its efforts to build community and bolster its brand reputation in Hollywood. The company is attending film festivals, such as the Toronto International Film Festival and Tribeca Festival, to achieve this goal. Wonder Studios aims to scale its business, particularly in the US, by attracting advertisers and like-minded artists.
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575 words · about 2 min to read
October 26, 2026
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Sponsor Logo: Runway
It’s Monday. The World Series is on, Halloween is just around the corner, and, for those of us in the tristate area, it’s about to be NYC Marathon weekend. In other words, you can catch us here doing the bare minimum all week long.
In today’s edition:
Go where they go 📽️
Numbers game 🏄
Family business 🎬
—Jasmine Sheena, Alyssa Meyers, Dan Latu
BRAND STRATEGY
Looking for community
Wonder Studios cofounder and CEO Xavier Collins speaks onstage at an event timed around Tribeca Festival promoting Wonder Studios’s anthology series, Beyond the Loop
Wonder Studios is seeking to make inroads into Hollywood. To do it, the AI film studio and creative agency, which is valued at around $50 million, is showing up where Hollywood is likely to be.
Last month, the company activated at the Toronto International Film Festival (TIFF) after showing up around the Tribeca Festival in June. Both efforts are aimed at bolstering its brand reputation, co-founder and CEO Xavier Collins told us, a perhaps prudent effort amid widespread pushback against AI use in film and other creative professions.
The appearances around film festivals also offer an opportunity to build community—and to attract advertisers to the creative agency that Wonder runs alongside its film studio, as the company looks to scale, particularly in the US. Company executives have compared its ambitions to the independent production company and distributor A24.
“A24 nailed brand, and Wonder’s going to nail community,” said Collins, who recently relocated to New York from London to support the company’s US growth ambitions. “We think community is the next evolution up from brand.”
For more on how Wonder Studios is showing up around film festivals, and how the brand is looking to build community among like-minded artists, continue reading here.—JS
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SPORTS MARKETING
Ride the wave
Surfers in the water at Snapper Rocks, Gold Coast.
Ticket sales and in-arena transactions bring a wealth of fan data to sports teams and leagues, which can use it to understand, target, and grow their audiences.
The World Surf League (WSL), pro surfing’s international governing body, has access to neither. WSL competitions tend to take place at public beaches, where no tickets are required for general admission.
Nevertheless, for the past few years, the organization has undertaken an audience intelligence initiative meant to help WSL execs and marketers understand surfing’s existing audience, divide it into key segments, and tailor communications and content to each. The goal is to unlock new fans ahead of LA28, when surfing will serve as an Olympic sport for only the third time.
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