This Year, Upfronts Discovered the Movies — and That Changes Everything

This Year, Upfronts Discovered the Movies — and That Changes Everything
Upfronts can be comforting and/or dull in their familiarity. Here come the old TV shows, the new ones, and Jimmy Kimmel. Variation isn’t necessary because the goal remains the same: Hold an advertiser’s attention while you reach into their budgets. Upfronts go where media buyers go and from here on out, one place they’re going is to the movies.

This year, the upfronts accommodated the (ad-supported) streamers and all that they contain — including movies, both ones original to the platforms as well as those that receive a theatrical release. Every major streamer has announced its intention (if not the reality) of lower-priced AVOD tiers, all but promising Wall Street that advertising will become a primary revenue stream. That means Disney, NBCUniversal, and Paramount Global had a lot more to talk about — and that advertisers will be keeping a much closer eye on their movie slates.

NBCUniversal
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