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It's not 'TV Week' anymore as streamers dominate the advertising upfronts

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It's not 'TV Week' anymore as streamers dominate the advertising upfronts

Advertising executives who entered Radio City Music Hall on Monday for NBCUniversal’s upfront presentation were greeted by an orchestra playing the familiar themes of the network’s landmark shows, such as “Law & Order” and “NBC Nightly News.”

It was a nod to broadcasting’s rich history, which for the rest of the week would be relegated to the distant past.

Streaming video now makes up 37% of U.S. television viewing, better than either broadcast or cable TV, according to Nielsen data. The May presentations by media companies, meant to entice advertising sales commitments for the 2024-25 TV season, reflected the shift, with Amazon’s Prime Video and Netflix joining the in-person annual festivities for the first time.

Ad buyers had to leave their ride shares and walk down FDR Drive on Manhattan’s Lower East Side to join the overflow crowd gathered for Amazon’s presentation, which opened with a performance by Alicia Keys, followed by appearances from Will Ferrell, Reese Witherspoon and Jake Gyllenhaal.

Across town, Netflix exhibits re-created sets from “Bridgerton,” “Squid Game” and “Wednesday.” At its reception, the streamer served food from chefs featured on its cooking shows.

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Competitors did not let Netflix slide on the reversal of its original opposition to running ads with its programming.

“Remember when Netflix thought they were above all this?” ABC late-night host Jimmy Kimmel asked in his annual monologue at the Walt Disney Co.’s presentation at the Javits Center. “They came in, destroyed commercial television and now, guess what they want to sell you? Commercials on television.”

But the cow is out of the barn. Here are some of the highlights of the week.

Amazon Prime time

The addition of an advertising tier to Prime Video could be the most significant change to the TV ad marketplace since streaming emerged. The company said Prime’s ad-supported service reaches 115 million viewers a month in the U.S.

“By introducing ads on Prime Video, we’ve created the largest ad-supported premium streaming service in the world,” said Alan Moss, vice president of global ad sales for Amazon.

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One senior media company executive who attended the event calculated that if Amazon were to sell out commercial inventory across its platforms, which include its free ad-supported channel Freevee, it would take in $6 billion. That would probably take a chunk out of traditional TV, which took in around $19 billion in last year’s upfront market, according to research firm Media Dynamics. Streaming services attracted around $8.3 billion.

Media buyers say one possible risk is that adding so much commercial inventory to the marketplace could depress pricing.

The addition of Netflix’s commercials will have less of an impact, as the number of U.S. subscribers for its ad tier is estimated between 10 million and 13 million, although that is expected to grow steadily. The company said 40% of new sign-ups are choosing the lower-priced ad tier.

But even with Netflix’s smaller footprint, advertisers are eager to buy title sponsorships, in which brand names can be placed adjacent to the streamer’s most popular shows.

Live sports rule

The NFL and other major sports properties have become the last reliable way for advertisers to reach large audiences on traditional TV, so it’s not surprising they were given more attention at the upfronts.

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Fox trotted out legendary quarterback Tom Brady, who will join the network’s play-by-play booth for football coverage. Retired Philadelphia Eagles center Jason Kelce bounded onto the stage at Disney’s affair to announce he is joining ESPN’s “Monday Night Football” as an analyst. Shaquille O’Neal got laughs at Warner Bros. Discovery’s event, where executives said they hope to retain NBA rights for cable network TNT as NBCUniversal makes a strong play. NBCUniversal has the backdrop of Paris for the Summer Olympics.

But the incursion of tech companies into live sports is in full swing. Netflix, which has long been cautious about competing for pricey sports rights, landed two Christmas Day NFL games for 2024 and has the rights to at least one a year in 2025 and 2026.

Netflix has maintained that it does not want to get into the bidding wars for sports media rights. But the company was willing to pay $150 million for the two games because of the promotional platform it will provide for World Wrestling Entertainment, which joins the streamer next year, and other new shows, including a series from producer Kevin Williamson and one starring Ted Danson.

The NFL’s willingness to make a deal with the service is rooted in the league’s desire to get its games in front of younger viewers who are not watching traditional TV, where the bulk of its contests air. The median age for Netflix viewers is 37, and 60% are described as cord-cutters.

Ready, aim, target

The upfronts were once the place where networks promoted their dominance in the ratings, especially in the 18-to-49 demographic that was long the sweet spot for advertisers.

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But the overriding message this week was the ability of streaming services and their technology to get content in front of specific consumers.

“While reach is ever-important, the business is more and more focused on connecting to the right customer in the right way,” said Ric Prentiss, an analyst for Raymond James.

Nearly every company prominently featured streaming efforts in their presentations. But Disney, Comcast and Fox reminded ad buyers that they can still deliver audiences on traditional TV.

Walt Disney Co. Chief Executive Bob Iger told the audience that his company’s networks and streaming services, which include ABC and Disney+, account for 11.5% of all U.S. TV viewing, according to Nielsen.

Mike Cavanagh, president of NBCUniversal parent Comcast, reminded buyers that the company still has a full range of platforms, even as it is focused on building the streaming service Peacock.

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“NBCUniversal is the only company that has it all,” he said.

Movie Reviews

‘Supergirl’ Movie Review

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‘Supergirl’ Movie Review

So I took my Dad to go and see the new Supergirl movie – and we both loved it;

Kara Zor-El, aka Supergirl, joins forces with an unlikely companion on an interstellar journey of vengeance and justice when an unexpected adversary strikes too close to home.

And when we left the cinema, I broke the News to him that critics had absolutely panned it and predicted it was on its way to being a box office flop;

And my Dad joined me in being totally and utterly baffled by this response, and wondering if we’d just seen a totally different film to the seeming majority of reviewers!?

Oddly enough, a few reviewers banged the same drum asking if Supergirl had come out just as audiences were putting away childish things, like Superheroes;

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To that last point; sure Scorsese hates superhero movies, but he also endorses the use of AI in filmmaking calling it “creatively freeing” – so I dunno, if a douche canoe declares superhero movies aren’t “real cinema” but seems totally fine letting broligarchy robots become filmmakers using stolen artwork, does anyone care? No. No we do not.

And mind you too – everyone is excited for the new Spider-Man: Brand New Day (including me, and my Dad) and not decrying it’s come out just as Superheroes are dying. So once again; this seems an odd argument to make.

And then lots also took the opinion that it missed the feminist mark;

I mean … sigh – there’s no real valid points to them, and when Coleman Spilde decries the “infantilisation” of Superigrl in one paragraph (WHAT?!) and then – with a straight-face – writes;

As always, I return to a perfect example: 2004’s “Catwoman.” That film was ingeniously enterprising, weird, stylish, sexy, and most importantly, totally singular. Moreover, it was entirely separate from the character’s source comics, with no mention of Batman to be found. Although “Catwoman” didn’t quite recoup its budget in theaters and was largely reviled among audiences and critics, it looks and feels a hell of a lot more thrilling 22 years on than anything DC Studios has cooked up in the time since.

I’m sorry but I can’t take you seriously. Sit down.

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ALSO: the reviewers pointing to a slumped box office as proof that Supergirl is dud are being disingenuous, but few are willing to admit it;

Waner Bros. and DC’s “Supergirl” did the best of the newcomers on Friday, landing in second place with $18 million domestically from 3,602 theaters. Through the weekend, it should collect about $50 million. For context, James Gunn’s “Superman,” which cost $225 million, debuted to $125 million last summer and ended its run with $618 million. “Supergirl” was a bit cheaper to produce at $170 million, but will still need to stick around in theaters to justify the pricetag.

So here’s the truth; Supergirl has a fairly gritty storyline – we follow newcomer, young girl Ruth (Eve Ridley) who witnesses the murder of her parents and sibling at the hands of patriarchal space pirates – the Brigands – and specifically their leader Krem (Matthias Schoenaerts) who struck the killing blows against her kin. Her father was a master sword-maker, so when Ruth is the only one left alive she vows to take her father’s last remaining sword and use it to seek vengeance and kill Krem. She goes seeking a champion to help her in this goal.

New Image! Supergirl's Face-Off with Villain Krem – Superman Homepage

But what Ruth stumbles across in the Red Sun galaxy is a bar-hopping Supergirl (played brilliantly by Aussie Milly Alcock) – who is seeking the neutralisation of the red sun to allow her to exist in a boozey state of forgetting … she has her canine companion Crypto, her cousin Kal-El back on the rejuvenating yellow-sunned earth (who she is avoiding) but not much else until Ruth and her problems stumble into her life.

When Crypto’s life is endangered by one and the same Krem, Supergirl reluctantly joins the fight – and along the way discovers that the Brigands trade in kidnapped girls from across the galaxy, to continue populating their all-male line.

Ah.

Suddenly the throughly disinterested Supergirl is drawn into a Shakespearean web of Ruth’s revenge plot, her own desperate three-day bid to save Crypto, and breaking up an inter-galactic slave trade smuggling ring.

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It’s definitely got darkness at its centre. And decent enough story-echoes to two more films from established franchises that put female leads front-and-centre in their new outings, and saw great success. Namely; Rogue One which has the avenge-my-family subplot similar to Ruth’s, and Mad Max; Fury Road for the rescued brides of pirate psychopaths plot.

Along the way Supergirl and Ruth bump into Lobo (Jason Momoa) who is seeking his own bounty from one of the heads of the Brigands. He’s not so interested in helping Ruth and Supergirl in their loftier ambitions, but proves a useful hammer when their fights align;

Film/TV] New LOBO Character Poster for SUPERGIRL : r/DCcomics

Overall I found the plot to be quite moving and decently big enough in scope. It’s hard to watch and not see connections to the here and now – that no matter the planet or galaxy, women and girls are traded and abused at the hands of men;

Why shouldn’t Supergirl but a version of this story front and centre?

James Gunn’s 2025 Superman raised similar lines of enquiry about the echoes to modern conflicts to be found in its fiction;

That last one undoubtedly hits closest to the truth – but it’s still an interesting practice on how Art is Indeed Political, and amazingly when you give audiences colonial war-mongers as villains they’re going to see parallels to real-world apartheid and genocidal states, whether studios wanted them to or not.

I am not the biggest Superman fan, truth be told. But I did really enjoy David Corenswet’s 2025 take (and far more than all of the Zack Snyder’s poorly written nonsense … I mean; MARTHA!! – really? Dud).

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Superman has always been a little too cheery and optimistic for me. I far more gravitate to Batman (millionaire he may be, eat them!) and Chris Nolan’s films remain the definitive superhero franchise for me – especially because they lean into violence and a more Jekyll-Hyde struggle.

I am probably also more of a Marvel gal (X-Men and Kitty Pryde being my definitive favourites of all time!) and again – I think there’s more complexity and shades of light and dark to be found there, that I am more drawn to. I am a millennial child raised on the X-Men cartoon and The Dark Phoenix Saga in particular, really shaped my comic-book/superhero arc outlook.

So I was pleasantly surprised to find more grit and dark in this 2026 Supergirl, and new dimensions to the character whom I’d last encountered in the squeakier CW universe (which only tangentially touched on domestic violence against women, when its star –Melissa Benoist – admitted to her own experiences in an abusive relationship, with a fellow actor on the CW show).

Superman is a tale of immigration, and always has been – Superman is a refugee;

Critically though; Superman migrated to America and found asylum with the Kent family, as a baby. He has little to no memory of Krypton, only the acquired memories of his parent’s imperfect messages in his Fortress of Solitude.

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Supergirl is not the same – as she explains in the film; “Krypton did not die in a day, the Gods are not that kind.” She was born eight years after Krypton’s core could not sustain the planet anymore. Her uncle and Kal-El’s father sent Superman away immediately as the planet started to disintegrate, but Supergirl’s own father was instrumental in creating a forcefield around the city to sustain it while the rest of the planet fell away. Supergirl was born in a domed and doomed piece of the Krypton planet, and it was only in her teenage years when her father admitted this bandaid-on-a-bullet-wound was unsustainable, that he sent her away to Earth, to follow her cousin to safety and a new life. In this, there’s of course allusions to climate catastrophe that any viewer can – and should – relate to, living on a similarly dying planet.

Supergirl did not want to leave though, because that dying planet was all she had ever known. It was home. Imperfect as it was.

Supergirl Trailer Reveals Argo City, Not Brainiac's Kandor

She is the embodiment of a different refugee and migration story. She is closer to the Warsan Shire poem;

you have to understand,

that no one puts their children in a boat

unless the water is safer than the land

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That’s Supergirl’s experience.

She does not integrate into Earth as seamlessly as Kal-El. She is not the perfect refugee, desperate to assimilate.

How interesting, that we’re having these ridiculous conversations in Australian politics – prompted by that feckless and cruel bootlicker, Pauline Hanson – about migrants assimilating. A deadening and dulling of their culture to a ‘mono’ smooth-brained nothingness of acquiescence to an ill-defined “Australian” identity.

For those who've come across the seas, We've boundless plains to share

I found Supergirl’s struggles refreshing, in this light. She is not the perfect immigrant – there is no such thing. She struggles with Superman’s goodness and wholesome Kansas-boy persona, his Clark Kent assimilation that she cannot relate to or emulate. She carries the death and destruction she witnessed on Krypton with her, the grief for what she left behind – all that she had ever known. It has shaped her in a way that Superman wasn’t similarly moulded, and so she feels alone and lonely. One of two surviving Kryptonians and one of them has no memory of what they even survived.

This is fascinating to me, and brilliantly wrought in the film.

Especially for how Supergirl sees in Ruth a similar yearning for a place that no longer exists, and she can never go back to … a place before her family was murdered. Ruth is hellbent on vengeance to try and cure her of her grief, but Supergirl knows all too well that nothing can change the past.

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I loved it.

My Dad loved it.

Milly Alcock was brilliant – snarky and ragged, but a girl willing to go to great lengths for her dog (hard relate).

Maybe the character of Krem was rendered in costume and design a little too Mad Max, and lost some of the comic-book commentary around him just being an ordinary-looking guy bordering on dastardly dashing pirate; maybe keeping him looking so norm-core would’ve added to commentary on bad men looking completely ordinary as opposed to the villainous ball-bearings-embedded-in-his-forehead version of the film? But I’m honestly not that mad at it.

I thought it was suitably dark in places, funny in others, with tough but necassary commentary on the safety of women in every galaxy. A film for young girls to come to and appreciate, but equally millennial me and my younger boomer dad also got a lot out of it.

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5/5, frankly – and now I am keen for a Superman and Supergirl pair-up movie, as these two refugees swap light and dark and learn to live in the imperfect complexity of their migrant stories.

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After Amazon drops OpenAI movie ‘Artificial,’ film finds new home at Neon

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After Amazon drops OpenAI movie ‘Artificial,’ film finds new home at Neon

A Hollywood portrayal of OpenAI Chief Executive Sam Altman portrayed by actor Andrew Garfield will be released later this year, after Amazon MGM Studios dropped the movie.

“Artificial,” which chronicles Altman‘s 2023 ouster from OpenAI and his reinstatement as CEO, was acquired by Neon, the studio announced Tuesday.

“The acquisition underscores Neon’s commitment to partnering with visionary filmmakers, and bringing ambitious cinema to audiences around the world,” the studio said in a statement. “Artificial will compete in this year’s Oscar race.”

The film has a critical take on artificial intelligence, according to three sources briefed on it who declined to be named. That portrayal caused Amazon to want to distance itself from the film, given the company’s $50 billion investment in OpenAI, two of the sources said.

Amazon declined to comment on the claims. In a statement, the company said it has “the utmost respect and admiration” for the movie’s director Luca Guadagnino. “We believe that ‘Artificial’ will be better served if it were released by a different studio and are working closely with the filmmaking team to find the film a new home,” Amazon said.

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The deal was negotiated by Neon, CAA Media Finance and Amazon. CAA and Amazon declined to comment. A Neon spokesperson did not immediately respond to questions regarding the financial terms of the deal.

Puck News first reported Amazon dropping the movie.

Other studios, including Netflix, A24 and Focus Features, screened “Artificial.” Netflix and Focus passed on the film.

Amazon’s decision to drop the film comes at a time when Hollywood is grappling with the growth of artificial intelligence. Some creatives are concerned that the technology could displace jobs; others worry that their likenesses are being used to train AI models without their permission or compensation.

Meanwhile, many AI companies are eager to work with studios, saying their AI tools can help speed processes and reduce costs.

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To foster more nuanced discussions about artificial intelligence, Google is collaborating with talent management firm Range Media Partners to develop films that present a less dystopian view of the technology.

Amazon passing on the film raises questions about whether tech company-backed studios would be willing to release movies that are critical of innovations in which they have a stake. It could create a chilling effect, said Robert Thompson, director of Syracuse University’s Bleier Center for Television and Popular Culture.

“The chilling effect could not only be on films critical of AI, they could be on films critical of all kinds of things that these companies have their tentacles in,” Thompson said.

Stories about tech company founders can be attractive to audiences, most notably with the 2010 film “The Social Network” about the founding of Facebook. That film earned $225 million worldwide at the box office, according to Paul Dergarabedian, head of marketplace trends at Rentrak. “The Social Network” came out a time when many people were talking about Facebook and had big talent behind it, including director David Fincher, Dergarabedian said.

“Neon is a perfect custodian for this film, and they will shepherd it to the big screen, I think very effectively,” he said. “They’re very filmmaker-centric … I think they found the perfect home with Neon.”

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“Artificial” features major talent, with actor Monica Barbaro portraying former OpenAI Chief Technology Officer Mira Murati, and Ike Barinholtz as Elon Musk. Other actors include Jason Schwartzman and Billie Lourd.

Director Guadagnino has worked on films including “Challengers” and “Call Me By Your Name.”

Staff writer Samantha Masunaga contributed to this report.

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Movie Reviews

Young Washington (Christian Movie Review) – The Collision

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Young Washington (Christian Movie Review) – The Collision

About the Film 

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On the Surface

For Consideration

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Beneath The Surface

Engage The Film

The Makings of a Leader

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  • Daniel holds a PhD in “Christianity and the Arts” from The Southern Baptist Theological Seminary. He is the author/co-author of multiple books and he speaks in churches and schools across the country on the topics of Christian worldview, apologetics, creative writing, and the Arts.

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