Podcast Summary: Toure Show - Episode Featuring Will Packer (“I'm Focused”)
Introduction
In the March 5, 2025 episode of the Toure Show, host Touré engages in an in-depth conversation with renowned Hollywood producer Will Packer. Known for blockbuster hits like Girls Trip and Ride Along, Packer delves into his creative process, audience targeting strategies, talent selection, and his experiences producing high-profile events such as the Oscars. Additionally, Packer discusses his new motivational memoir, Who Better Than You?, offering listeners valuable insights into achieving success.
Creating the Perfect Target Audience
Will Packer begins by explaining his unique approach to filmmaking: creating a fictional person as a target audience for each movie he produces. This method allows him to tailor every aspect of the film—from casting to humor—to resonate deeply with a specific individual.
“One of the things that I do is I actually create a fictional person, a fictional target audience. Every movie that I do, I name one person. One person.” [00:56]
For instance, in Girls Trip, Packer envisioned a character named Sharonda, a 43-year-old single mother and pharmacist from Detroit. This detailed persona helped shape the film’s narrative, ensuring it appealed directly to women like Sharonda.
“Girls Trip. Her name was Sharonda. She lived in Detroit. She was a pharmacist. She is a single mom because she had recently gotten divorced and she got divorced because she caught her ex-husband wearing her panties.” [01:04]
Authorship and Motivation
Touré shifts the conversation to Packer’s new book, Who Better Than You?, which Packer describes as a blend of memoir and motivational self-help. Packer emphasizes that every word is his own, with minimal assistance from a co-writer, ensuring the book authentically represents his voice and experiences.
“I wrote it. I literally...every single word is mine.” [02:24]
The book’s core message centers on self-belief and the inevitability of personal success. Packer asserts that believing in one’s destined success can transform how small actions manifest into significant achievements.
“There is literally no one on the planet more deserving of success than you...success is there. The more that I realized that I had the ability to make decisions that would drive me closer to my goal.” [04:03-05:17]
Targeted Storytelling and Audience Engagement
Packer elaborates on his commitment to understanding his audience deeply. By focusing on Sharonda, he ensures that every element of his film—from jokes to casting decisions—aligns with her preferences and lifestyle.
“I always think about the audience. I am still very much that kid...what's going to make them laugh, cry, cheer for this film?” [07:57]
This targeted approach extends beyond demographic characteristics to encompass lifestyle nuances, such as Sharonda’s movie-going frequency and her need for relatable content that fits her busy life.
Casting and Talent Discovery
A significant portion of the discussion revolves around Packer’s keen eye for talent and his strategic casting choices. He highlights how casting emerging stars alongside established actors can elevate a film’s success.
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Tiffany Haddish in Girls Trip: Packer credits Haddish's natural comedic talent and the supportive environment created by her co-stars as key factors in the film’s success.
“They let Tiffany, who came in as a force of nature, do what she did. They weren't intimidated by it. They encouraged it. They supported it.” [14:16-15:34]
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Kevin Hart in Ride Along: Packer recounts his foresight in recognizing Hart’s potential beyond traditional Hollywood metrics, attributing it to observing Hart’s grassroots popularity and authentic interactions with diverse audiences.
“I saw him outside the bounds of where Hollywood had positioned him...he was having a moment...he was having a very real way.” [16:17-18:35]
Balancing Story and Talent
Packer stresses that both a compelling story and the right talent are essential for a film’s success. He believes that timing and cultural relevance also play pivotal roles.
“I think it's 100% both. You have to have the right story. You have to have the right talent...timing is everything.” [19:22-19:30]
Producing the 2022 Oscars: A Controversial Moment
The conversation takes a pivotal turn as Packer recounts his experience producing the 2022 Oscars, which became infamous for the altercation between Will Smith and Chris Rock.
Packer describes the incident, initially believing it to be part of the show’s entertainment until the gravity of the situation became clear.
“I thought it was something that they were gonna pay off...once that happened, right, we're going back to Will. We had nowhere else to go because everybody in the auditorium was aghast.” [24:05-25:07]
Faced with the dilemma of responding to the unexpected event, Packer opted to de-escalate rather than pursue immediate punitive measures against Smith, considering the broader implications and the presence of an all-black producing team.
“I felt like, okay, this was a very specific thing between two people...I was saying, okay, this was a very specific thing between two people.” [26:21-28:00]
Packer defends his decision, emphasizing the importance of context and the potential negative repercussions of overreacting to a singular incident.
“The response is as if there is a violent assaulter on the loose...I was saying, okay, this was a very specific thing between two people.” [26:31-27:00]
Representation and Storytelling Responsibility
Returning to his broader mission, Packer discusses his dedication to authentic and diverse storytelling. He highlights the responsibility of portraying African American stories with nuance and avoiding one-dimensional characters.
“I'm always trying to make sure that I've got African American stories that are not just specific and exclusive to black culture...I try to show the humanity in us.” [33:35-35:30]
Packer also touches on his selective approach in choosing projects that reflect middle-class African American experiences, diverging from the prevalent "hood cinema" of the 90s to showcase a broader spectrum of black life.
“I wanted to do something different...I grew up middle class. That was something that spoke to me.” [35:57-36:52]
Collaborative Projects and Acknowledgments
While discussing Straight Outta Compton, Packer attributes the film’s success entirely to director F. Gary Gray, emphasizing the importance of collaboration and recognizing the expertise of others in bringing a story to life.
“I give it all to F. Gary Gray. All the credit for that project and the creative thrust and drive...F. Gary Gray was made, was born to make that project.” [36:59-37:56]
Conclusion
The episode concludes with Packer reaffirming his commitment to telling meaningful African American stories and encouraging aspiring creatives to understand their unique narratives and audiences. His insights provide a roadmap for achieving success through deliberate audience targeting, talent cultivation, and authentic storytelling.
Notable Quotes with Timestamps
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On Creating a Target Audience: “One of the things that I do is I actually create a fictional person, a fictional target audience. Every movie that I do, I name one person. One person.” [00:56]
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On His Book’s Message: “There is literally no one on the planet more deserving of success than you.” [04:03]
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On Audience Engagement: “I always think about the audience. I am still very much that kid...” [07:57]
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On Casting Tiffany Haddish: “They let Tiffany, who came in as a force of nature, do what she did.” [14:16]
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On Kevin Hart’s Potential: “He was having a moment...he was having a very real way.” [18:35]
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On Balancing Story and Talent: “I think it's 100% both. You have to have the right story. You have to have the right talent.” [19:22]
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On Producing the Oscars Incident: “I was saying, okay, this was a very specific thing between two people.” [26:31]
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On Storytelling Responsibility: “I'm always trying to make sure that I've got African American stories...I try to show the humanity in us.” [33:35]
Final Thoughts
Will Packer’s episode on the Toure Show offers a comprehensive look into the mind of a successful producer who meticulously crafts his projects with a clear understanding of his audience. From his innovative target audience strategy to his experiences navigating Hollywood’s complexities, Packer provides valuable lessons for anyone aspiring to make their mark in the entertainment industry. His emphasis on authenticity, collaboration, and cultural representation underscores the importance of telling stories that resonate deeply and contribute meaningfully to the broader narrative.