The winter is coming, for the paperbacks of the television executives.
An in depth novelty Variety reports that the upcoming Emmy Awards season may be the most expensive yet, as streaming services and networks compete for the biggest TV awards. Even if the Emmys will not be broadcast until September 22nd, and the voting will not be finished until the end of the summer, the "for your consideration" (or FYC) industry period, in which the lobby attracts attention through projections, mailings, interviews with the press, and events started in Los Angeles this week.
In recent years, Netflix has been one of the most ostentatious attention seekers in the industry, spending big events on both coasts to promote shows like Stranger things is The crown. In 2017 he rented a 24,000-foot event space in Beverly Hills, where he hosted Q & A and showed props and costumes. These installations are now part of the one-month campaign, with Amazon hosting a competing event space last year.
Both video streaming services are expected to repeat tactics in spring and summer, in an attempt to woo the Academy of Arts and Sciences of Television estimated at 25,000 members.
Technology companies like Amazon and Netflix, which have pockets deeper than their competitors, have been rewarded for Emmy's efforts. Amazon won 22 nominations last year, while Netflix won 112, surpassing 108 signs of the famous Emmy HBO, which has been a player awarded since 1993, when he spent a $ 1 million record in his campaign .
Now, that figure looks bizarre. Such as Variety notes, networks send DVD viewers of their shows to Academy voters and those expeditions can only cost six digits. A single FYC screening, meanwhile, can last around $ 50,000. Variety interviewed a campaign consultant who said that a network considered spending more than one million dollars on a single outreach effort.
For networks, the attention of Emmy can allow a show to cut the confusion: Variety he says that more than 150 performances have been presented for an exceptional theatrical competition, compared to 29 in 1992. Shows like those of Amazon The marvelous Mrs. Maisel they have benefited from their Emmy victories and massive prize campaigns often double as advertising for the shows themselves. (In recent years, Netflix has also significantly increased its spending on its Academy Awards campaigns: some estimate that nearly $ 60 million has fallen for its efforts for the best candidate film Rome.)
But in recent years, spending has grown so out of control that some veterans in the industry are discussing a roof to help level the playing field. "They have to understand some sort of spending limitation," said Showtime CEO David Nevins Variety, adding: "It is an asymmetric war".