SGG Media, a Los Angeles-based agency founded by 28-year-old Troy Paul, has become an increasingly influential player in Hollywood marketing by coordinating a network of roughly 3,000 "micro-influencer" social media accounts, many focused on sports and lifestyle content, to amplify studio promotional material. Rather than relying on costly paid advertising or hoping content goes viral organically, the agency uses a "clipping" model borrowed from the music industry, distributing attention-grabbing content clips through its network in real time to reach audiences it says are more authentic and trusted by younger viewers.

Over half of SGG's accounts are dedicated to sports culture, reflecting the agency's belief that sports and pop culture are closely intertwined, and its combined network reach is estimated at 270 million people. Major studios including Amazon MGM, A24, Universal, Paramount, Lionsgate and Sony Pictures have worked with SGG over the past three years on titles such as "The Odyssey," "Scary Movie" and "Anaconda." The agency's board includes former Imagine Entertainment co-chair Michael Rosenberg, audience researcher Kevin Goetz and producer David Friendly, who argue the approach is both cost-effective for studios and better suited to winning the trust of Gen Z and Gen Alpha audiences.