There’s a surprising twist in how the Brad Pitt and Angelina Jolie brands will shake out after their divorce.

Most business people assume that the divorce will have a short term negative impact on their brands and marketability. Over time, the negative story will ultimately resolve itself and have a neutral impact on their brands and marketability.

Actually, the opposite is true. In the short term, their divorce will have a positive impact on their brands and marketability which, over the long run, will settle in to a neutral impact.

Why is this so?

That’s what CNN International asked me this week which I explain in the short video clip below.

In a nutshell, the reason the divorce will have a short-term positive impact on their brands and marketability comes down to human nature.

The truth is we all like to watch a train wreck and that’s what’s happening now for Mr. Pitt and Ms. Jolie.

We’re in the first week of what, in the long run, will be months and months of news stories about the couple. That will make them top-of-mind for potential movie goers around the globe.

Do you think being top of mind for months on end will make people more likely or less likely to go see their next movie?

If previous data and statistics are any indicator, then having Brad and Angelina in the headlines for several months leading up to a movie in, say, mid- to late-2017 will have a positive impact on ticket sales.

That’s not to say that the couple are doing any of this intentionally, it’s just to say that — counter to conventional wisdom — news like this re-introduces the couple to potential movie goers, which in the immediate future will result in a slight rise in movie ticket sales moving ahead.

Interested in hearing my take on all this? If so, check out the excerpt from my CNN International interview below.



Jamie Turner is an internationally-recognized author, speaker, and business thought-leader. You’ll find him on the 60 Second Marketer and as an expert commentator on CNN. He is the founder of SIXTY, a marketing optimization firm that helps clients get more bang for their marketing buck.

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