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
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