Tuesday, October 21st

Artists in Hollywood - Actors - Writers - Performers - Directors - Producers

Master Class in Hollywood Production

12:30 PM - 1:45 PM Marina Vista Room - Live Webcast from this Room

Hollywood Film and TV Magic! - Perfecting Content, Concept and Concept Modeling

Moderator, Winston Perez, CEO Concept Modeling, Consultant to NBC/Universal, Warner Bros. and Sony

Charles Segars, CEO Ovation TV/ Digital Strategy Advisor at DreamWorks Animation

Russell Schwartz, President of Marketing, Relativity Media

Anne Boyd, EVP Communications at Participant Media

Nick Reed, Oscar winner in 2014 for the Lady No. 6

discovered the “nature of concept” while developing the newspaper Tomorrow People, a business he launched during his studies at University of Maryland. The groundwork for the discovery was set up by a how-to book on publishing that Winston wrote through a specialized program at Maryland’s University College. His path took him to Hollywood, where he helped launch an executive outplacement firm while studying writing.  Winston left the firm to pursue writing, but entertainment executives continued to call him, making him realize the potential market for a new type of consulting—executive coaching.  Utilizing his idea of the “nature of concept,” Winston helped revolutionize the way companies think, pushing them to better results. His work has ranged from the modeling of manufacturing companies and motion picture studio divisions to Internet start-ups.  He has worked with Fortune 500 companies, major entertainment studios, various law and technology firms, as well as with executives of the White House. Kevin Stein, Media and Marketing Futurist of Stein and Company, wrote, “Winston Perez is a visionary whose achievement as founder of the field of Concept Modeling is a secret weapon for those in the know.  In the future, I have no doubt that Concept Modeling will become the Rosetta Stone of business strategy.” Winston’s entertainment industry experience includes modeling of divisions and departments for Warner Bros., NBC/Universal, MGM, and Scripps Networks.  He was worked with more than 400 professionals including executives from Disney, Dreamworks, Fox, Sony, Endeavor and Paramount.  Outside of entertainment, Winston has also worked with many executives, including those at Nestle, 21st Century Insurance (AIG), Los Angeles County Bar Association, United Way, Kaiser Permanente, Good Energies, DirectTV, The Money Store, Ubisoft and many others. Winston is currently the CEO of Concept Modeling, Inc., a business consulting firm which is home to his modeling discipline.


Ann Boyd is Executive Vice President, Communications for Participant Media, where she oversees the communications strategy and operations across Participant’s media portfolio, including its film and documentary division; television network, Pivot; and digital lifestyle brand, TakePart. As the company expands globally and onto new platforms, she is responsible for broadening Participant’s message of social impact through entertainment.  Ann most recently served as Executive Vice President, Global Communications at Sony Pictures Entertainment, where she managed the company’s corporate communications and social responsibility teams, which handle global media and employee communications; crisis management; social media; corporate marketing; as well as philanthropy and volunteerism. She was also a studio representative for the industry’s Motion Picture Association (MPAA) and Creative America Coalition.  Ann joined Sony Pictures as Vice President of Global Communications in 2008 and helped lead corporate media relations for the company, in particular raising awareness for Sony Pictures’ environmental sustainability and technology initiatives. She served as Chair of the PR Sub-Committee of the Digital Entertainment Content Ecosystem (DECE) leading up to the U.S. launch of the UltraViolet.  Before joining Sony, Ann served as Vice President of Corporate Communications for Fox Interactive Media, which included online properties such as MySpace, IGN and Rotten Tomatoes, where she helped build the PR function from the ground up. Prior to that, she worked for AOL, where she led music and entertainment communications and promoted the launch of several of the first legitimate online music offerings and historic events such as “Live 8.”  Boyd began her career in communications at Waggener Edstrom Worldwide working on the Microsoft account and conducting media and analyst relations’ efforts for technology products ranging from server software to the first eBooks. In June of 2012, Ann was appointed to the Board of Directors for the Library Foundation of Los Angeles serving the Los Angeles Public Library system, and is working with the Ashoka U.S. to build out its Los Angeles network.


Russell Schwartz is President of Theatrical Marketing for Relativity Media. He is responsible for the planning, strategy and execution of marketing campaigns for each of the studio’s theatrically released motion pictures. Prior to joining Relativity, Schwartz was President of Pandemic Marketing since its inception in 2008. The company provided strategic marketing, theatrical and alternative platform distribution, ancillary placement and social media execution for feature films. From 2001 to 2008, Schwartz was President of Theatrical Marketing at New Line Cinema, overseeing all of the company’s marketing efforts.  Films released during his tenure received 44 Academy Award nominations and earned billions at the domestic box office. Some of the films for which Schwartz managed and created marketing campaigns included The Lord of the Rings trilogy, Hairspray, Wedding Crashers, Elf, Rush Hour 2 & 3, The Notebook, The Texas Chainsaw Massacre, About Schmidt and Little Children.  Before that he was President of USA Films, where he released such films as Traffic, Nurse Betty, Topsy Turvy, Being John Malkovich and Pitch Black. From 1992 to 1999, Schwartz was President of Gramercy Pictures. There he oversaw the marketing of Four Weddings and a Funeral, Fargo, The Usual Suspects, Elizabeth, The Big Lebowski, Dazed and Confused, Dead Man Walking and many others.


Nick Reed, Strategist RELISHMIX: Reed won the Oscar® for Best Documentary Short for THE LADY IN NUMBER 6: MUSIC SAVED MY LIFE. Nick is a Hollywood film producer and former head of the Literary Department at International Creative Management (ICM). Reed has been named one of the Most Influential Brits in Hollywood by The London Times and has represented some of the biggest entertainment properties of the past 20 years including CSI, THE BOURNE IDENTITY, TRAINING DAY and the AUSTIN POWERS franchise. He served on the Los Angeles British Film Board advising the UK government on film policies. Reed also served as a consultant to government ministers with the UK and Finnish governments on their film and entertainment businesses. Reed resides in Los Angeles and is a frequent guest speaker for UCLA's graduate film program. He is an active entrepreneur/ investor in the new media space.

Day Two - SuperSession Day

Winston Perez is the founder of the field of Concept Modeling.  He established Concept Modeling and has been refining it over the course of the past two decades during which he ran companies, launched businesses, and consulted for corporations and senior-level executives in various industries. In 1989, Winston