Entertainment
2026 TV upfronts recap: Hi-tech ad buying, creator fever and ‘Baywatch’
The television industry has changed dramatically over the last decade, but one tradition that won’t die is the annual gathering of ad-buying execs in Manhattan to hear the pitches of networks and streamers looking to sell their commercial time.
This past week’s lavish presentations, known as the upfronts, included the usual array of big-name actors (Arnold Schwarzenegger and Jennifer Lopez), NFL legends (Tom Brady and Mike Tomlin) and “Real Housewives,” past and present.
Jennifer Lopez and Brett Goldstein speak onstage during the 2026 Netflix Upfront at Sunset Pier 94 Studios on May 13.
(Dimitrios Kambouris/Getty Images for Netflix)
The selling buzzwords are far different from the days when the presentations were a vehicle for networks to boast about their ratings and present new program line-ups. The 2026 upfronts talked a lot about “connections” and “community” as the personalized nature of TV viewing brought on by streaming video-on-demand has been fully integrated into the buying and selling of commercials.
“Three of us could be watching the same show, maybe at a different time, maybe at the same time, but receive very different advertising based on what ad technologies, know about us as an audience segment,” said Josh Mattison, executive vice president of digital revenue pricing, planning and operations for Walt Disney Co. “The old model would be, hey, did 10 million people watch this ad? I think the new model is, which 10 million people watch this ad.”
Here’s a sampling of what ad executives were seeing and hearing this week:
Using new ad tools that target viewers
Every company presentation touted advancements in the ability to target consumers now that advertising has become the main source of revenue growth in the streaming business. They also played up new services — such as NBC’s Performance Insights Hub — providing advertisers with up to date information on the effectiveness of their advertising so they can adjust accordingly.
Streamers can take the consumer research collected by advertisers and align them with the viewing habits of their subscribers. The data are analyzed in a secure room to protect consumer privacy.
Netflix doesn’t ask subscribers for personal information in the sign-up process, as it can discourage people from buying the service. But the company does use the viewer habits on the platform to help advertisers reach the customers they seek.
“We are seeing where there is overlap and use that to help our advertisers target better,” Amy Reinhard, president of advertising for Netflix, told The Times. “It’s all based on viewer preferences.”
Every company is turning to AI to respond to the needs of advertisers. NBC now offers them the chance to insert commercials that relate to the action seen on the screen during live sports events.
Creators are going mainstream
YouTube’s annual upfront gatherings used to have the feel of an alternative show business universe, with personalities who built their rabid followings on the streaming platform far away from the audiences for traditional TV.
Now creators such as the sports stunt group Dude Perfect have their own studios. Beast Industries, the corporate home of MrBeast, held its own invitation-only breakfast for marketing executives at a high-end New York venue . YouTube stars, such as Jesser, are landing shows on other platforms.
At YouTube’s presentation at Lincoln Center, longtime favorites such as “Call Her Daddy” podcast mogul Alex Cooper and “SubwayTakes” host Kareem Rhama appeared on stage to announce new projects on the platform, looking more like established show producers rather than social media renegades.
Ten years ago, YouTube advertisers had to worry about their spots running next to Islamic State videos. Now it’s become common for marketers to embrace YouTube stars and fully integrate products and messages into their programs.
“When creators talk about your products on YouTube, viewers are 13 times more likely to search for your brands and five times more likely to buy,” said Paul Downey, president of Americas & Global Partners for YouTube.
Mary Ellen Coe, chief business officer for YouTube, told The Times that advertisers can determine if a creator is right for their brand by looking at audience numbers, subscriber data and comments from their communities of fans. But many have their own personal focus groups at home that introduce the hottest YouTube personalities.
“Most of these advertisers have children and teenagers and they go nuts for them,” Coe said.
YouTube is the most watched TV platform according to Nielsen, accounting for nearly 13% of all TV viewing. But that share is much higher among younger consumers.
“My kids don’t watch TV — they watch YouTube,” said Anthony Pedalino, vice president and head of media investment at the ad buying firm Giant Spoon. “So I think this is a bit of future proofing.”
Other companies are seeking creators for their platform.
Amazon Prime Video introduced an alternative feed of some of its NBA games on its streaming platform Twitch, which will turn them into a “CreatorCast.” The streamers who are regulars on the site call the action live in an effort to bring in younger fans. The format will be used in WNBA games in the league’s new season.
Fox touted its creator initiative that develops programs for Tubi, the company’s fast-growing ad-supported streaming platform that now has 100 million active users. The company also has a partnership with TikTok to support creators who want to turn their short-form clips into full-length programs.
There’s always room for comfort food
Amid all the innovations in ad buying and audience measurement presented during the week, many of the programs and personalities offered up by the major networks and streamers were extremely familiar.
“They may be resigned to the fact that people are going to go to emerging platforms for more niche and esoteric programs,” Pedalino said.
Oprah Winfrey made an entrance on the Beacon Theatre stage to promote the move of her podcasts to Amazon Prime Video.
Disney rolled out the cast of “Scrubs” to announce another 10-episode order of the early 2000s sitcom for Hulu. The series had a successful reboot as Gen Z viewers continue to devour vintage programs. Amazon Prime announced “The Greatest,” a Michael B. Jordan-produced mini-series on legendary heavyweight fighter Muhammad Ali, not exactly uncharted territory.
Fox introduced a reboot of “Baywatch,” which was canceled after a single season on NBC in 1990, but went on to become a worldwide hit in syndication over the decade that followed. The slow-motion shots of toned lifeguard bodies running into Venice beach waters are coming back without a hint of irony.
Netflix brought out the set of “Pop Culture Jeopardy” at its presentation at Sunset Pier 94 Studios, NBC previewed comedies with proven prime time stars and touted its 100th anniversary which will be celebrated with an old-fashioned variety special later this year.
Movie Reviews
Film review #5: The Life and Times of Allen Ginsberg
The Life and Times of Allen Ginsberg, dir. Jerry Aronson (1993)
By Jonah Raskin
ALLEN GINSBERG performed his poetry in London, New York, Chicago, Prague and in other cities around the world, but his relationship with San Francisco stood out from all the others, not because he loved San Francisco more than any other place but rather because he wrote ‘Howl’ in San Francisco (and in Berkeley across the Bay).
Published by Lawrence Ferlinghetti at City Lights in San Francisco in 1956, ‘Howl’ made Ginsberg, Ferlinghetti, the bookshop and the city famous and, in some circles, infamous for avant-garde poetry that shouted obscenities, evoked jazz and condemned war, mind control and materialism.
So, it’s not surprising that on the centenary of Ginsberg’s birth on June 3rd, 1926, several of the city’s cultural landmark institutions went all out to celebrate. The events kicked off on May 11th at the Chapel in the Mission District where the Kronos Quartet performed ‘Howl’ and other poems.
Sponsored by City Lights, it featured headliners such as folk singer Ramblin’ Jack Elliott, Digger co-founder Peter Coyote, Tongo Eisen-Martin, an ex-poet SF laureate, Dominique di Prima, daughter of Amiri Baraka and Diane di Prima, and novelist Kim Stanley Robinson. Tickets sold for $45; registration was required.
The centenary fêtes ended a month later on June 6th at the Roxy Theater, also in the Mission, with a screening of Jerry Aronson’s documentary The Life and Times of Allen Ginsberg. In between the first and the last events there were readings of Ginsberg’s work at the Counterculture Museum in the Haight-Asbbury – one of the birthplaces of hippiedom – and at Bird & Beckett, a bookstore in the Glen Park neighborhood that hosts weekly jazz and monthly poetry readings.
Pictured above: Jerry Cimino of the Counterculture Museum reads Ginsberg at a centenary event
Along with Jerry Cimino, Steve Helig and Brandon Loberg, I read from Ginsberg’s vast oeuvre. My selection was ‘A Strange New Cottage in Berkeley’, which was written in 1955 at the same time that the poet wrote ‘Howl’, but that was not published until the 1960s. That event was fun. There was even cake.
On a more serious evening, I attended the screening of Jerry Aronson’s doc The Life and Times of Allen Ginsberg, along with my brother Daniel and Gloria Alonzo, a Latina, a friend of the family and a long time Ginsberg fan. First released in 1993, Aronson updated his doc when Ginsberg died in 1997.
A DVD was released in 2007 with added interviews with Paul McCartney, Bono, Yoko Ono, Johnny Depp and Patti Smith. Almost everybody in the world of rock and the Beats has wanted to be seen and heard with the poet who defied the state in Cuba, Czechoslovakia and the USA and who was never awarded a major literary prize in the land of his birth.
The Life and Times of Allen Ginsberg shows why he was so popular with the folks pursued by the paparazzi, though that was not Aronson’s explicit intention. The documentary moves from Ginsberg’s birth in 1926 to his death seventy years later. Surprisingly, it does not explore the writing of ‘Howl’, the publication of ‘Howl’ or the trial of ‘Howl’ in 1957 when Ferlinghetti was found not guilty of obscenity.
Hey, as most savvy San Franciscans knew, it was the society at large that was obscene, not the poet and his poem. Perhaps Aronson felt that there had already been enough attention to the San Francisco chapters of the Allen Ginsberg story to add it to his account.
The film ends with Ginsberg’s demise, but its emotional and visual crescendo occurs in Chicago in 1968 where the police attacked peaceful protesters, and where Ginsberg chanted and aimed to avoid what he called ‘a bloodbath’. In hindsight, he was clearly prescient. The demonstrations led to the election of Richard Nixon and five more years of the war in Vietnam. Ginsberg was as radical as Percy Bysshe Shelley who called poets ‘the unacknowledged legislators of the world’.
Pictured above: Allen Ginsberg’s gravestone
Aronson includes black-and-white archival footage, plus interviews with singer Joan Baez, Yippie Abbie Hoffman, Merry Prankster Ken Kesey and others, as well as highlights from Ginsberg’s TV appearances with mild mannered Dick Cavett and firebrand William F. Buckley, who seems to have been charmed by the cheeky poet who called the host a ‘conservative’ and described himself as ‘a faggot’.
Aronson’s documentary shows the gay poet as fearless and as an extraordinarily able performer. Ferlinghetti once observed that after his early success with Howl and Other Poems and Kaddish, Ginsberg didn’t develop as a poet, but that he remained a versatile performer of his own work his whole life.
The Life and Times shows that’s so. The film includes emotionally moving clips of Ginsberg’s loving step-mother Edith, his poet/father Louis, and a cast of thousands – the usual suspects – who gathered with him in the streets of Prague, Chicago and elsewhere.
If you want an introduction to Allen Ginsberg, his work and the era that shaped him and that he in turn shaped, you can’t go wrong with Aronson’s well-put together, entertaining documentary. And if you want a journey down memory lane to refresh your own album of Ginsberg’s images this is also the place to go. There will probably not be this many loving celebrations of the life and work of the poet who wrote, in ‘America’, ‘go fuck yourself with your atom bomb’. Not for another 100 years.
Entertainment
How the ‘Masters of the Universe’ post-credits scenes introduce you-know-who and make the case for a sequel
This story includes spoilers for “Masters of the Universe.”
He-Man has made his way back to the big screen thanks to the power of Grayskull — and Hollywood’s love of nostalgia.
Now in theaters, “Masters of the Universe” stars Nicholas Galitzine as Eternia’s long-lost Prince Adam. Working a menial HR job after getting stranded on Earth as a child, Adam “(he/him)” dreams of reuniting with his Sword of Power in order to make his way back home.
Spoiler: He does (with a little help from his friends).
Helmed by “Bumblebee” and “Kubo and the Two Strings” director Travis Knight, the movie is “a dopey, friendly comedy about modern masculinity in crisis with a He-Man who openly wonders what kind of a man to be,” according to a review by Times film critic Amy Nicholson.
Much like the first live-action film around the popular 1980s toyline, the new “Masters of the Universe” features a couple of post-credits scenes that tease what could come in the franchise’s future. But for now, fans will have to wait to learn whether a sequel is forthcoming.
Yes, Orko is in the He-Man movie
Fans of the He-Man franchise can rejoice because everyone’s favorite floating wizard (and court jester) does make an appearance after the main “Masters of the Universe” story ends. In a nod to the animated Filmation series in which the character originated, Orko appears in a brief stinger after the conclusion of the film in order to share what lessons audiences could learn from the story they just watched.
Has He-Man seen the last of Skeletor (Jared Leto)?
(Amazon MGM Studios / Prime)
The mid-credits scene introduces a familiar hero
The most significant of the bonus scenes comes in the middle of the credits. The scene opens with Prince Adam’s mother, Queen Marlena (Charlotte Riley), sharing a moment with Duncan (Idris Elba).
After the queen mentions she had given up hope for reuniting with “both of them,” Man-At-Arms replies “perhaps one day she’ll come back to us too.”
The scene then cuts to the “she” in question, wearing a red cape and holding a familiar sword.
“Force Captain… Adora?” calls out a voice.
“No, not anymore,” she replies.
Those familiar with the lore of the “Masters of the Universe” franchise will recognize that the mysterious woman is Adam’s long-lost twin sister, Adora. The most common backstory is that Adora was kidnapped by Hordak as an infant and raised on the planet Etheria as a member of his Evil Horde. She eventually learns the truth about her heritage and defects to fight for good.
The Sword of Protection gives her the power to transform into the hero She-Ra.
Is that the last post-credits scene?
Nope. The final stinger shown after the credits are done rolling involves Evil-Lyn (Alison Brie) and Skeletor (Jared Leto). It appears He-Man has not seen the last of his nemesis — as long as a sequel is greenlit.
Movie Reviews
Supergirl Movie Critics Reviews Are On the Way — Here Are The Good – And Bad – Reactions DC Studios’ First Female-Led Film Is Expected To Bring
Supergirl reviews are almost ready to be released, as viewers wait for the results. Directed by Craig Gillespie and written by Ana Nogueira, Supergirl will be DC Studios’ second theatrical release after kicking the franchise off last summer with Superman. After that movie earned largely positive reviews from critics, the question is whether the DCU’s next big-screen release can match that hype.
As revealed by @EmbargoLiftsFor on X, the review embargo for DC Studios’ Supergirl will lift on Wednesday, June 24. This comes only two days before Milly Alcock’s solo movie for Kara Zor-El is released in theaters worldwide on Friday, June 26.
The review embargo being lifted only two days before the movie’s release could be seen as a concern, as this usually happens when studios lack confidence in a movie’s success. Reportedly budgeting over $200 million, Supergirl has work to do to become a financial success for Warner Bros., even with plenty to look forward to in the titular character’s first big-screen appearance in well over 40 years.
Ahead is what fans can potentially expect from those reviews, based on what has been reported in rumors and from test screenings for Supergirl.
Early Teases for Supergirl Critic Reviews & Reactions
Milly Alcock Shines as Supergirl
According to @Cryptic4kQual, after test screenings, Milly Alcock was “praised for her acting in the role” as the film’s leading star. This should help motivate fans to head to theaters to see Alcock as Kara Zor-El.
This film will give Alcock her second appearance in the DCU, following a short cameo at the end of 2025’s Superman, in which she arrived at the Fortress of Solitude to retrieve Krypto. Now, she will get her own adventure away from the Man of Steel, giving Alcock the chance to fully flesh out the role.
Jason Momoa Is Fun as Lobo
Following a long run in the former DCEU as Aquaman, Jason Momoa will join James Gunn’s DCU as Lobo, which he has described as his dream comic book role. While reports have gone back and forth about how big his role in the movie is, he appears to be a highlight.
As reported by @AxelTalksFilm, “Lobo has a substantial role in the film, and is crucial to the ending.” Other reports suggest he’s in 10-20% of the movie, but the time he spends on screen is sure to be memorable.
Shaky Visuals
One of the most notable critical talking points for any movie, especially modern superhero movies, is the visuals and VFX. For Supergirl, early rumors hint that this may not be the most positive talking point for the DCU’s second theatrical release.
Reported by BobaTalks on YouTube, the movie does not seem to use many of the exciting psychedelic visuals fans know from the Woman of Tomorrow source comic, even with unfinished VFX. While this could be adjusted before the film is released, it is certainly a point of concern from a visual perspective.
A Mixed Villain
After Lex Luthor served as the main villain in Superman, Supergirl will move on to another classic comic book villain, Krem of the Yellow Hills, played by Matthias Schoenaerts. While he is the same antagonist used in the original comic the movie is based on, the results of his inclusion are mixed.
@Cryptic4KQual called Krem “underwhelming” as a villain, while @AxelTalksFilm noted that he was “described as extremely ‘menacing’ and a tremendous villian.” Additionally, BobaTalks reported that Krem was “underdeveloped” and looked similar to the rest of his goons, sparking concern that he was fairly generic.
Balanced Tone
One major lingering question about the DCU is its tone, especially with new movies like Clayface introducing horror elements. With Supergirl set to come before that movie and after Superman, its tone will be another major talking point upon its release.
Reported by @AxeTalksFilm, the “cinematography is an upgrade” to what fans saw in Superman, including one specific scene in a hallway that can be compared “to the action sequences of those in Daredevil and Guardians 3.” Additionally, it is much “darker and [more] serious in tone” than Superman, suggesting a more grounded story behind Milly Alcock’s heroine.
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