Home Hollywood Sophie Watts joins Virtual Product Placement Company Ryff – The Hollywood Reporter

Sophie Watts joins Virtual Product Placement Company Ryff – The Hollywood Reporter

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Sophie Watts, former president of STX Entertainment, has joined the board of directors of Ryff, a startup in an increasingly crowded virtual product placement space.

Watts is expected to help popularize Ryff’s technology, which allows products to be digitally inserted into footage that has already been shot. The company is counting on her in Hollywood to help show off its products to new customers. “The insight she will be able to provide our team will be invaluable,” said Ryff CEO Roy Taylor.

“The technology Ryff has created has incredible potential for growth and innovation,” Watts added. “In over 20 years of media and talent relationships, this is one of the most expansive opportunities I’ve seen. It’s been an incredible joy and an honor to be able to support the team building and continue to grow.”

At STX, Watts oversees films such as bad mom, Gift and foreigner. She left STX in 2018 to focus on other businesses.

Virtual Product Placement (VPP) has become one of the hottest areas in ad tech, and Ryff is one of the few companies looking to make a breakthrough in this area. Other companies in the space include Mirriad and Branded Entertainment Network, the latter owned by former Microsoft CEO Bill Gates.

Amazon and NBCUniversal’s Peacock are among the video players that offer VPP, which allows brands to integrate their products or brands into an already filmed movie or TV show. There has also been some effort to add VPP to an existing library of content (for example, adding a designer soda bottle to a table in a scene).





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