The ‘Family Guy’ #MeToo Stunt and Other Campaign Bids to Grab Emmy Voters’ Attention | THR - video Dailymotion

Hollywood Journal

With hundreds of shows vying for Emmy nominations, networks and streamers are turning to splashier shenanigans in hopes of gaining maximum buzz, says awards analyst Scott Feinberg.

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00:00I'm Tiffany Taylor for The Hollywood Reporter and I'm joined by THR's awards

00:04analyst Scott Feinberg. Now the Emmy nomination voting window opens June 11th

00:08so today we're talking all about Emmy campaigning. Yes. So talk to me about how

00:12campaigning for Emmy nominations has changed over the years. Really in just the

00:16last five years it's exploded. I think part of that is because of the streaming

00:21services really rising. You've got Netflix, Amazon, Hulu now very much in the

00:25game. The challenge is how do you even break through the noise to get people to

00:28to check out your show. You know they were doing yard signs campaign style yard

00:32signs for House of Cards a few years ago then you started getting food trucks.

00:36Now it's just all out with you know movie style premieres of seasons, mailers that

00:42are off the wall. A family guy sent one out that was basically claiming credit for

00:46predicting the Me Too movement and saying and we know who's next and then you open

00:50it up and it's a mirror. You know everybody's just trying to get into the

00:54conversation it's never been harder to do that. What are some of the biggest and

00:57craziest campaigns we're seeing so far this year? Well this season really there's

01:01there's some really creative stuff happening in publicly displayed ads so

01:06if you go through Hollywood and drive along park benches and stuff you will

01:10see basically advertisements for the fake character Gene Cousineau in the HBO show

01:17Barry who's an acting teacher. They're basically offering acting classes with him.

01:22Call this number and then you get some some funny stuff similarly with the

01:26Marvelous Mrs. Maisel the Amazon show. They're giving out business cards which

01:30are a central part of the show of the the sort of raggedy business manager that

01:34she has who put together like five business cards Susie Meyerson. Now you can

01:39get Susie Meyerson business cards if you call that you hear jokes from the

01:43Marvelous Mrs. Maisel. Is it anything to do with the quality of the show? Not really

01:47but it's a reminder to that you either enjoy the show or maybe something that

01:51makes you say what is this and makes you want to go and check it out. Tell me a

01:54little bit about the big campaigns that Amazon and Netflix ran last year. Well

01:58they introduced something that really took it to a truly unprecedented level

02:03with what they call FYC spaces. People that have big bucks like Netflix and

02:08Amazon they said why don't we start our own spaces and we'll just do them on the

02:12nights that we feel like and we can do it on many nights we don't have to wait for

02:15a night when the TV Academy tells us that's when we have to do it and so for

02:19weeks on end these guys were renting you know Amazon was over at the Hollywood

02:23Athletic Club doing different exhibits of costumes and things every night and

02:27different other exhibitions. Netflix moved over to three sound stages at the

02:32Raleigh studios and is you know it's extremely impressive not but you hear

02:37from their competitors this kind of is not a fair playing field because they

02:41can't even they can't even compete. The big question is though do these big

02:45crazy campaigns actually impact the way that voters vote? I think it's

02:49certainly helps you to be helps raise the level of awareness of your shows if

02:54people are constantly hearing about you know you hear what Netflix is doing over

02:57there with David Letterman's thing and with Seinfeld's you know show and stuff

03:02like that puts things on people's radar you know at the end of the day people

03:05vote in the privacy of their own homes nobody's looking over to say like you're

03:09voting for us because we gave you a fun evening they vote for what they like the

03:12interesting thing was that those two streaming services Amazon and Netflix were

03:16both the ones that I said that had FYC spaces last year and yet neither of them

03:21won a series award at the end of the day the other streaming service Hulu that was

03:26on the rise ended up winning for The Handmaid's Tale and they did not do

03:29anything in the same universe as what these other guys were doing so in a way it

03:34wasn't hardening I'm sure for Netflix or Amazon but it's hardening for those of

03:37us who want to think that the most important thing is the is the quality of

03:40the show because you know they won without those kinds of add-ons well I

03:46guess we'll start seeing real results soon enough with the nominations and then

03:48who wins in September so thank you so much Scott for all your insight and for

03:52more from Scott you can do his blog at THR.com slash the race

The ‘Family Guy’ #MeToo Stunt and Other Campaign Bids to Grab Emmy Voters’ Attention | THR

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