The Marketing Center Münster had the pleasure of hosting film and media industry executive Dr. Malte Probst, Chairman of the Board and CEO of Zurich-based production company Swiss Studios, for our latest marketing&media*talk.

As part of Universität Münster’s Master’s course Entertainment Media Marketing by Assistant Professor Ronny Behrens (who also moderated the extensive Q&A that followed an introductory presentation by Dr. Probst) and Prof. Thorsten Hennig-Thurau, students engaged in a vibrant discussion on the present and future of filmed entertainment production.

In his presentation, Dr. Probst provided a compelling look at the current state of the entertainment industry, highlighting how generative AI and virtual production are reshaping content creation and marketing across the whole value chain of the film and media industry. Drawing on his experience as an industry leader at Sky Germany and Swisscom’s Blue Entertainment and particularly his current work at Swiss Studios, he shared insights on his current analytical approach to managing filmed entertainment and showcased a number of quite spectacular examples of how AI tools are already influencing creative workflows and transforming production processes from within the studio environment.

A big thank you to Dr. Malte Probst for an engaging and insightful discussion – and for sharing his expert view on an industry that is undergoing groundbreaking changes, as recently evidenced by the takeover bid by Netflix for Warner Brothers, one of Hollywood’s most prestigious film studios.