BEVERLY HILLS, Calif. \u2013 Social media is an opportunity unfulfilled in Hollywood. It bears surprisingly little to no impact on the success of films and TV shows, according to a group of seven film studio executives speaking here at The Grill.\nThe social imprint of talent, while appreciated, rarely impacts the casting decisions made by these movie studio bigwigs. Working with actors who maintain large social presences is a plus, \u201cbut it certainly doesn\u2019t drive anything,\u201d says Sue Kroll, president of worldwide marketing and international distribution at Warner Bros. Pictures.\n \nJournalist Jon Erlichman (left), MixBit CEO Chad Hurley (middle) and SGN CEO Chris DeWolfe (right) discuss the future of social media earlier this week at The Grill.\n\nThe most socially savvy actors in Hollywood will tweet something every day from the set or table readings \u201cand it hasn\u2019t made a difference,\u201d Kroll adds. \u201cIf the combination of things is not right\u2026 it\u2019s not going to matter. You have to get the whole mix of it right, and [social media] alone is not enough.\u201d\n[Related: Why Ello is Just an Overhyped Anti-Facebook Social Wannabe]\nFacebook and Twitter have been courting film and TV studios for years, but the rather frank assessment by Kroll and her colleagues suggests they\u2019ve done little to effectively win over those calling the shots in this town. Social media\u2019s ability to lift the reach and engagement of TV shows doesn\u2019t appear to be as solid as the latest research from Twitter shows.\nMagic Trumps Social Reach of Talent\n\u201cAll of us are in the business of creating magic for people. That magic is so much more important than the social reach of talent,\u201d says Greg Silverman, president of creative development and worldwide production at Warner Bros.\nFacebook and Twitter aren\u2019t the first or the only social networks trying to gain the interest of major entertainment studios, they just happen to be the two largest players doing so today. Few individuals understand why Hollywood is so reticent to embrace social media more than Chad Hurley and Chris DeWolfe, co-founders of YouTube and MySpace, respectively.\nThe pair are no longer involved in the companies that brought them fame and fortune, but their thoughts on the future of social media carried a unique perspective here.\nHurley, now the CEO of the video creation platform MixBit, says he\u2019s intrigued by the rise of anonymous sharing but he believes identity still serves a greater purpose online. The instances where identity might be holding someone back from sharing content are rare, he says.\n\u201cIf you want to become famous, you share it with the world,\u201d says Hurley, explaining why MixBit decided to drop the capability to upload videos anonymously.\n[Related: How Facebook Plans to Control Digital Advertising]\n\u201cI\u2019m still excited about the potential for video and I think there\u2019s still many problems yet to be solved,\u201d he says. \u201cI still don\u2019t think there\u2019s tools to help the individual everyday user to make sense of the content they\u2019re using.\u201d\nHurley may be one of the pioneers of online video, but even he finds the current landscape complex and unwieldy at times. \u201cI\u2019m like everyone else, it\u2019s hard for me to keep up,\u201d he says, when asked where he watches video today.\nFuture Generations Will Know CNN and YouTube Stars\n\u201cThe kids turn on the TV from time to time, but what I find interesting is that they\u2019re playing Minecraft while watching Minecraft videos,\u201d Hurley says. \u201cKids don\u2019t necessarily come home from school and turn the TV on anymore\u201d because they\u2019re more likely to open their laptop to turn to their mobile devices for entertainment.\n\u201cI just think it\u2019s a mix and I think that the kids of the world growing up today will know CNN, but they\u2019ll also know some random YouTube stars,\u201d he adds.\n[Related: A Look Inside the YouTube Culture]\nWhile YouTube is still a dominant force with a persistent presence in Hurley\u2019s life, DeWolfe can\u2019t say the same about his previous venture. DeWolfe admits that he doesn\u2019t even peek at MySpace anymore. \u201cI\u2019m not saying anything good or bad, I\u2019m just not sure what\u2019s going on there,\u201d he says.\nDeWolfe has turned his attention to social gaming, an area that happens to be much more compatible and already beneficial for film and TV studios. Games for hit shows like \u201cFamily Guy\u201d or \u201cThe Simpsons\u201d will make hundreds of millions of dollars, says DeWolfe.\nHis strategy as the co-founder and CEO of SGN (Social Gaming Network) is to secure intellectual property rights for about 30 percent of all new releases. \u201cAs the App Store becomes increasingly more crowded, it\u2019s great to have IP associated with it,\u201d he says for mobile games trying to rise above the fray.\nWith the right brand blowing wind in your sails, the contribution margin from a game can be larger than a TV show, film or any other piece of content, he says. \u201cYou have to think about gaming first when you acquire IP or are making a piece of content.\u201d\nDeWolfe says he\u2019ll keep working for the rest of his life as long as he can \u201cgenerate happiness or distraction or enjoyment\u201d in the lives of others. \u201cI\u2019m all about seeing people use a product that my company built,\u201d he says.