{"id":64269,"date":"2017-05-21T16:19:49","date_gmt":"2017-05-21T13:19:49","guid":{"rendered":"https:\/\/ngradio.gr\/?p=64269\/"},"modified":"2017-05-21T16:19:49","modified_gmt":"2017-05-21T13:19:49","slug":"netflix-amazon-redefine-emmy-campaigning-now-need-give-voters-experience","status":"publish","type":"post","link":"https:\/\/ngradio.gr\/en\/news-el\/diafora-en\/netflix-amazon-redefine-emmy-campaigning-now-need-give-voters-experience\/","title":{"rendered":"Netflix and Amazon redefine Emmy campaigning: Now you need to give voters an experience"},"content":{"rendered":"<p>Navigating through the maze of rooms and displays at Netflix\u2019s massive new Emmy campaigning space in Beverly Hills \u2014<em> Look! The bikes from \u201cStranger Things\u201d! Tituss Burgess\u2019 wardrobe closet from \u201cUnbreakable Kimmy Schmidt\u201d! <\/em>\u2014 \u201cOrange Is the New Black\u201d actress Taryn Manning finally arrived at her own show\u2019s exhibit, which included a wall adorned with (what else?) navel oranges.<\/p>\n<p>\u201cI\u2019m going to have to remember all this next time I negotiate my contract,\u201d joked Manning, who plays Pennsatucky on the series.<\/p>\n<p>Netflix\u2019s splashy investment in a 24,000-square-foot promotional venue on Wilshire Boulevard has a lot of folks in the television industry rethinking things these days.<\/p>\n<p>The location, along with a smaller though still sizable effort from Amazon Studios at the Hollywood Athletic Club, has redefined Emmy campaigning this year. Sending out a DVD mailer and hosting a panel discussion at the Television Academy is yesterday\u2019s news. Emmy voters now need an <em>experience<\/em>.<\/p>\n<aside class=\"trb_ar_sponsoredmod trb_barker_mediaconductor\" data-adloader-networktype=\"mediaconductor\" data-role=\"delayload_item\" data-screen-size=\"desktop\" data-withinviewport-options=\"bottomOffset=100\" data-load-method=\"trb.vendor.mediaconductor.init\" data-load-type=\"method\" data-vendor-mc=\"\"><\/aside>\n<p>\u201cThere\u2019s so much competition for people\u2019s time now,\u201d says Amazon marketing head Mike Benson. \u201cYou have to find a way to creatively celebrate your show. An open bar doesn\u2019t hurt, either.\u201d<\/p>\n<p>No longer tied to the limited number of traditional Q&amp;A events at the Television Academy\u2019s headquarters in North Hollywood, Netflix and Amazon are now feting each and every one of their programs on their own turf with exhibits, parties and panels.<\/p>\n<p>The Netflix space, dubbed FYSee in a play on the awards season\u2019s endless parade of \u201cfor your consideration\u201d hoopla, has hosted events almost nightly since opening earlier this month. Stars from the streaming service\u2019s shows \u2014 \u201cHouse of Cards\u2019\u201d Kevin Spacey, \u201cGrace and Frankie\u2019s\u201d Jane Fonda and Lily Tomlin, the casts of \u201cThe Gilmore Girls\u201d and \u201cOne Day at a Time\u201d \u2014 have walked the red carpet, schmoozed with guild members and Emmy voters and touted their shows.<\/p>\n<p>\u201cWe wanted a chance to celebrate the breadth and depth of our programs,\u201d said Cindy Holland, Netflix\u2019s vice president of original content, at the space\u2019s kickoff party. \u201cLook around. It\u2019s really an embarrassment of riches.\u201d<\/p>\n<aside class=\"trb_ar_sponsoredmod\" data-adloader-networktype=\"yieldmo\" data-v-ymid=\"ym_1606464552242100545\" data-role=\"delayload_item\" data-withinviewport-options=\"bottomOffset=100\" data-load-method=\"trb.vendor.yieldmo.init\" data-load-type=\"method\">\n<div id=\"ym_1606464552242100545\" class=\"ym ym_scroll\" data-id=\"ym_1\"><\/div>\n<\/aside>\n<p>Rival networks have indeed been looking at what Netflix and, to a lesser extent, Amazon, have been doing, and their reactions range from outright envy to astonishment to abject anger. And it\u2019s not just about the money being spent. According to several sources, who, because of professional conflicts, requested anonymity, network execs believe that the near-nightly Netflix events are siphoning Emmy voters from the panels held at the Television Academy.<\/p>\n<p>Netflix\u2019s nights have indeed brought out the crowds. A \u201cHouse of Cards\u201d event with Spacey packed the FYSee spot and then nearly filled the 1,000-seat motion picture academy theater (located, conveniently enough, across the street) for a screening of the new season\u2019s premiere episode.<\/p>\n<p>People are quick to point out that Netflix and Amazon don\u2019t target Television Academy voters for these affairs \u2014 they don\u2019t have access to the mailing list. But they do invite guild members, many of whom, of course, vote for the Emmys as well.<\/p>\n<p>\u201cPeople are upset,\u201d said one Television Academy member not authorized to speak on the record. \u201cYou know, not everyone has a few hundred thousand dollars to build their own pop-up Emmy space.\u201d<\/p>\n<p>Netflix and Amazon officials declined to go into specifics about the costs of their pop-up efforts. One Beverly Hills commercial real estate agent pegged Netflix\u2019s two-month lease on the Wilshire Boulevard property at around $200,000. Additional costs, including catering, security, travel expenses for the talent, would raise the price tag considerably.<\/p>\n<p>But in today\u2019s cluttered television landscape, where just about every network or platform has tried to stake out a corner of prestige programming, marketers and awards consultants are feeling pressured to secure the attention of voters and the media.<\/p>\n<p>That means more spectacular premieres like the one National Geographic threw last month for \u201cGenius,\u201d the 10-part series about Albert Einstein that marks the channel\u2019s first foray into scripted territory. Following the unveiling at Westwood\u2019s Bruin Theater, the network hosted a lavish party inside a cavernous tent nearby, complete with acrobats, live music and catered food from top L.A. restaurants.<\/p>\n<p>\u201cWe want to make sure we\u2019re not ignored,\u201d says National Geographic Channel Chief Executive Courteney Monroe, \u201cand that\u2019s hard because there\u2019s so much incredible content out there. But we believe in this series and we want it to get the attention we believe it deserves.\u201d<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.trbimg.com\/img-591e256e\/turbine\/la-1495147883-5h2s3mxwaj-snap-image\/750\/750x422\" alt=\"&quot;Genius&quot; star Geoffrey Rush at the Westwood premiere of the National Geographic Channel's series.\" \/><\/p>\n<p>So, in addition to the Westwood premiere and party, National Geographic rolled out \u201cGenius\u201d at the Tribeca Film Festival and has been keeping lead actor Geoffrey Rush and producers Ron Howard and Brian Grazer busy at screenings in Los Angeles and New York.<\/p>\n<p>Networks also look to position their shows at events like the ATX Television Festival in Austin and the IFC Center\u2019s inaugural Split Screens Festival, both of which take place in June, shortly before Emmy nomination voting begins.<\/p>\n<p>\u201cEverybody\u2019s looking to come up with an edge,\u201d FX&#8217;s executive vice president of communications John Solberg says. \u201cWhat kind of impact will it have? We won\u2019t know until the nominations. And even then, we probably won\u2019t know for sure.\u201d<\/p>\n<p>One effect of Netflix\u2019s imposing effort is already tangible, though. They\u2019ve made their talent very happy.<\/p>\n<p>\u201cIt feels like family here,\u201d Samira Wiley, another member of the \u201cOrange Is the New Black\u201d ensemble, says, looking around at the Netflix kickoff party while a guest behind her hoists a foam refrigerator prop from \u201cLuke Cage.\u201d \u201cWhere else would you want to be?\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>Source:\u00a0latimes.com<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Navigating through the maze of rooms and displays at Netflix\u2019s massive new Emmy campaigning space in Beverly Hills \u2014 Look! The bikes from \u201cStranger Things\u201d! Tituss Burgess\u2019 wardrobe closet from \u201cUnbreakable Kimmy Schmidt\u201d! \u2014 \u201cOrange Is the New Black\u201d actress Taryn Manning finally arrived at her own show\u2019s exhibit, which ...<\/p>\n","protected":false},"author":6,"featured_media":64270,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4450],"tags":[],"class_list":["post-64269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-diafora-en"],"acf":false,"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Netflix and Amazon redefine Emmy campaigning: Now you need to give voters an experience - NGradio.gr<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ngradio.gr\/en\/news-el\/diafora-en\/netflix-amazon-redefine-emmy-campaigning-now-need-give-voters-experience\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Netflix and Amazon redefine Emmy campaigning: Now you need to give voters an experience - NGradio.gr\" \/>\n<meta property=\"og:description\" content=\"Navigating through the maze of rooms and displays at Netflix\u2019s massive new Emmy campaigning space in Beverly Hills \u2014 Look! 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