Netflix and Amazon redefine Emmy campaigning: Now you need to give voters an experience

Navigating through the maze of rooms and displays at Netflix’s massive new Emmy campaigning space in Beverly Hills — Look! The bikes from “Stranger Things”! Tituss Burgess’ wardrobe closet from “Unbreakable Kimmy Schmidt”! — “Orange Is the New Black” actress Taryn Manning finally arrived at her own show’s exhibit, which included a wall adorned with (what else?) navel oranges.

“I’m going to have to remember all this next time I negotiate my contract,” joked Manning, who plays Pennsatucky on the series.

Netflix’s 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.

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’s news. Emmy voters now need an experience.

“There’s so much competition for people’s time now,” says Amazon marketing head Mike Benson. “You have to find a way to creatively celebrate your show. An open bar doesn’t hurt, either.”

No longer tied to the limited number of traditional Q&A events at the Television Academy’s 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.

The Netflix space, dubbed FYSee in a play on the awards season’s endless parade of “for your consideration” hoopla, has hosted events almost nightly since opening earlier this month. Stars from the streaming service’s shows — “House of Cards’” Kevin Spacey, “Grace and Frankie’s” Jane Fonda and Lily Tomlin, the casts of “The Gilmore Girls” and “One Day at a Time” — have walked the red carpet, schmoozed with guild members and Emmy voters and touted their shows.

“We wanted a…

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