Capabilities
Everything between
the story and the sale.
HEC Brands runs the whole programme: the entertainment opportunity, the products built around it, and the commerce that follows in the cinema, in streaming, online and in stores.
What HEC does for a participating brand
Entertainment opportunities
Access to entertainment properties coming through the HEC ecosystem, matched to brands HEC believes fit them.
Product concepts
Concepts built around an entertainment property and a brand’s existing range, developed with the brand rather than handed to it.
Product design
Design work carried through to packaging, brand application and entertainment IP application.
Product development
Concept to production-ready, with the brand approving at each stage.
Manufacturing
Production coordinated and scheduled against release dates.
Distribution
Inventory, allocation and fulfilment across the channels a programme uses.
E-commerce
Selling online, on HEC commerce destinations and through the brand’s own store.
Theatrical commerce
Commerce built around a theatrical release, away from the auditorium.
Streaming commerce
Products connected to the viewing experience where supported integrations exist.
Physical retail
Retail programmes, displays and limited editions in the aisles a brand already reaches.
Analytics
What sold, where, through which channel, and how each programme performed.
Capabilities describe what HEC manages on a brand’s behalf. Which apply to a given programme depends on the entertainment property, the products approved and the channels agreed.
Shop while you watch
See it. Want it. Shop it.
Two environments where the audience is already inside the story.
Streaming commerce
Shop the movie.
HEC Brands can connect approved products with audiences while they experience participating entertainment through supported streaming environments.
- Watch
- Discover
- Shop
- Purchase
Products that can participate
- Wardrobe
- Accessories
- Props
- Food & beverage
- Consumer products
- Technology
- Beauty
- Home
- Automotive
- Lifestyle
- Toys
- Collectibles
- Licensed merchandise
- and others
Described as intended capability. Availability depends on the programme and, where a third-party environment is involved, on supported integrations.
Theatrical commerce
From the big screen
to the shopping cart.
Commerce built around a theatrical release: as a second screen, in the lobby, before or after the film, or on a phone later. Never over the film itself.
- Audience experiences the film
- Discovers a product
- Opens the movie commerce experience
- Views the product
- Purchases
- QR-enabled campaigns
- Movie-specific digital storefronts
- Mobile product discovery
- Lobby displays
- Interactive promotional displays
- Product showcases
- Limited-edition theatrical merchandise
- Brand activations
- Collectibles
- Retail offers
- Post-screening commerce
The cinematic experience comes first: HEC positions theatrical commerce as an optional second-screen, lobby, pre-show, post-show or connected mobile experience, never as an overlay during projection. No cinema chain is represented as an HEC Brands partner.
Movie commerce destinations
A place to shop the film.
Each participating entertainment property can have its own commerce destination: the products approved for that film, the collections built around it, and the limited editions tied to its release.
- Shop the movie
- Featured products
- Collections
- Limited editions
- Featured brands
- Theatre exclusives
- Streaming products
- driven by each film’s approved products
Conceptual experience. Products and prices shown are illustrative; none is a licensed product on sale today.
Omnichannel entertainment commerce
One story.
Multiple commerce channels.
HEC Brands connects entertainment products with audiences across theatrical experiences, streaming, e-commerce and physical retail. The product follows the audience beyond the screen.
- Film
- Product
- Audience
- Commerce
Commerce
- Theatrical
- Streaming
- E-commerce
- Brand DTC
- Physical retail
- Social / digital
Technology
Powered by proprietary HEC technology.
HEC evaluates brands against current and upcoming entertainment opportunities and identifies where products, audiences and commerce can meet. How that works stays inside HEC; what it produces is the programme described on this page.