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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

Film reviews: ‘How to Make a Killing,’ ‘Pillion,’ and ‘Midwinter Break’

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Film reviews: ‘How to Make a Killing,’ ‘Pillion,’ and ‘Midwinter Break’

‘How to Make a Killing’

Directed by John Patton Ford (R)

★★

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After ‘Yellowstone’ and a twist of fate, Luke Grimes rides again as Kayce in ‘Marshals’

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After ‘Yellowstone’ and a twist of fate, Luke Grimes rides again as Kayce in ‘Marshals’

This story contains spoilers for the pilot of “Marshals.”

When the curtain came down on “Yellowstone” last year, Kayce Dutton had finally found his happily-ever-after.

The youngest son of wealthy rancher John Dutton (Kevin Costner) had secured a modest cabin in a mountainous region where he could reside in secluded peace with his beloved wife, Monica (Kelsey Asbille), and son, Tate (Brecken Merrill), far from the turbulent dysfunction of his family.

“Kayce found his little peace of heaven, getting everything he ever wanted and fought for,” said Luke Grimes, who plays the soft-spoken Dutton in “Yellowstone.”

Grimes reprises the role in CBS’ “Marshals,” which premiered Sunday. But in the new series, Kayce’s serenity has been brutally shattered, forcing him to find a new path forward after an unimaginable tragedy.

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The drama is the first of several planned spinoffs of “Yellowstone,” which became TV’s hottest scripted series during its five-season run. And while some familiar faces return and events unfold against the magnificent backdrop of towering mountains and lush greenery, “Marshals” is definitely not “Yellowstone” 2.0.

Luke Grimes as Kayce Dutton in “Marshals,” which combines the gritty Western flavor of “Yellowstone” with the procedural genre.

(Sonja Flemming / CBS )

In “Marshals,” Kayce joins an elite squad of U.S. Marshals headed by his Navy SEAL teammate Pete Calvin (Logan Marshall-Green). The drama combines two distinct brands — the gritty Western flavor of “Yellowstone” with the procedural genre, a flagship of CBS’ prime-time slate.

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During an interview at an exclusive club in downtown Los Angeles, Grimes expressed excitement about dusting off his cowboy hat and boots, though he admitted to having initial concerns about whether the project was a fit.

“I had never watched a procedural before, so I had to do some homework on what that was,” Grimes said hours before the gala premiere of “Marshals” at the Autry Museum of the American West in Griffith Park. “And I just couldn’t wrap my head around it at first. In the finale, Kayce had ridden off into the sunset. So I thought, ‘Let him be, let him go.’ ”

Those doubts eventually ebbed away.

“To be honest, there was a part of me that didn’t want to let Kayce go just yet,” Grimes said. “Saying goodbye to him was really hard, so the opportunity to keep this going was something I couldn’t pass up. We get to show his backstory and also this other side of him that we didn’t see in ‘Yellowstone.’ ”

But this Kayce is a man in crisis. “Yellowstone” devotees will likely be shocked by the “elephant in the room” — the revelation in the pilot episode that Monica has died of cancer. The couple’s sexy and loving chemistry was a key element in the series while also establishing Grimes as a heartthrob.

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“I think fans will be upset — and they should be,” Grimes said as he looked downward. “Kayce is very upset. It’s the worst thing that could have happened to him. But as much as I’m really upset not to work with Kelsey, it’s a good idea for the show.”

He added, “His dream life is no longer available to him. Now the only thing he has is his son, who is not so sure he wants the same life as Kayce. A big part of the season is Kayce learning how to manage all these new things — new job, being a single father.”

A bearded man with his hands in his jeans looking downward.

“His dream life is no longer available to him. Now the only thing he has is his son, who is not so sure he wants the same life as Kayce,” said Luke Grimes about his character Kayce.

(Jay L. Clendenin / For The Times)

Executive producer and showrunner Spencer Hudnut (CBS’ “SEAL Team”) acknowledged in a separate interview that viewers may be stunned by the tragedy. “Real life intervenes for Kayce. Unfortunately it happens to so many of us.”

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But he stressed that although Monica is physically gone, her presence will be heavily felt this season.

“She is guiding Kayce, and their relationship is moving forward,” Hudnut said. “His dealing with his inability to confront his grief is a big part of the season. It became clear that something horrible had to happen to put Kayce on a different path.”

As the development evolved, Grimes embraced the procedural concept: “This is a very different show and structure. This is an action show, very fast paced. I meet a lot of fans who say they really want to see Kayce go full Navy SEAL.”

Alumni from “Yellowstone” returning in “Marshals” include Gil Birmingham as tribal Chairman Thomas Rainwater and Mo Brings Plenty as his confidante Mo.

“Yellowstone” co-creator Taylor Sheridan, who had already spearheaded the prequels “1883” and “1923,” will further expand the “Yellowstone” universe later this month with “The Madison,” starring Michelle Pfeiffer and Kurt Russell, about a New York City family living in Montana’s Madison River territory. Later this year, Kelly Reilly and Cole Hauser will star in “Dutton Ranch,” reprising their respective “Yellowstone” roles as John Dutton’s volcanic daughter Beth Dutton and her husband, boss ranch hand Rip Wheeler.

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Hudnut said fans of “Yellowstone” will recognize themes that were central to that series: “The cost and consequences of violence, man versus nature, man versus man.”

“We’re trying to tap into what people loved about ‘Yellowstone’ but to tell the story in a different framework,” he said. “The procedural brand is obviously very successful for CBS. And nothing has been bigger than ‘Yellowstone.’ So the challenge is, how do you marry those things?”

Taking on the lead role prompted Grimes to reflect on how “Yellowstone” transformed his life after co-starring roles in films like “American Sniper” and “Fifty Shades of Grey” and playing a vampire in the TV series “True Blood.”

“‘Yellowstone’ changed my life in many, many ways,” he said. “The biggest change is that I now live where we shot the show in Montana. The first time I went there, I would have never thought I would ever live there.

“I would come back to the city after shooting. But a little bit more each year, I felt more out of place here, and more peace and at home there. I’m a big nature person — I never was a big city person, but I had to be here to do what I wanted. But after the third season, my wife and I decided to move there. We wanted to start a family.”

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The topic of a Kayce spinoff kept coming up during the filming of the finale, but “meanwhile we were having a baby, so that was the biggest thing on my plate.”

A man in a blue shirt standing with his arms crossed as horses with saddles graze in the background.

“‘Yellowstone’ changed my life in many, many ways,” said Luke Grimes.

(Jay L. Clendenin/For The Times)

Grimes was also dealing with the off-screen drama that impacted production due to logistical and creative differences between Costner and Sheridan. Costner, who was the show’s biggest attraction, exited after filming the first part of the final season. His character was killed off.

Asked about the backstage tension, Grimes said, “I just tried to do my job to the best of my ability, and not get caught up in all that. It was sort of frustrating, but I felt lucky to have a job.”

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He recalled getting a call from Sheridan about the plans for a spinoff: “He said, ‘I think you should talk to the guy who is going to be the showrunner. I’m not telling you to do it, and I’m not telling you not to do it. But Spencer is great and he has some good ideas.’ ”

Hudnut said Kayce “was always my favorite character. Also, Luke is not Kayce. Kayce is an amazing character, but Luke is really thoughtful and smart. He is a true artist and has an artist’s soul, while Kayce is kicking down doors and terrorizing people. And Luke has such a great presence. He can do so much with just a look to the camera. He is a true leading man.”

In addition to starring in “Marshals,” Grimes is also an executive producer. He pitched the opening sequence — a flashback showing Kayce in the battlefield. He also performs the song that plays over the final scene, in which he visits his wife’s grave. The ballad is from Grimes’ self-titled country album which was released last year.

“Luke’s creative fingerprints are all over the pilot,” Hudnut said.

Grimes said he does not feel pressure about being the first follow-up from “Yellowstone” to premiere.

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“We’re not trying to make the same show, so no matter what happens, its a win-win,” he said. “I had a blast doing it.”

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Movie Reviews

Roll On 18 Wheeler: Errol Sack’s ‘TRUCKER’ (2026) – Movie Review – PopHorror

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Roll On 18 Wheeler: Errol Sack’s ‘TRUCKER’ (2026) – Movie Review – PopHorror

I am a sucker for all those straight-to-video slasher movies from the 90’s; there was just a certain point where you knew the acting was terrible, however, it made you fall in love. I can definitely remember scanning the video store sections for all the different horror movies I could. All those movies had laughable names and boom mics accidentally getting in the frame. Trucker seems like a child of all those old dreams, because it is.

Let’s get into the review.

Synopsis

When a group of reckless teens cause an accident swroe to never speak of it.  The father is reescued by a strange man. from the wreckage and nursed back to health by a mysterious old man. When the group agrees to visit the accident scene, they meet their match from a strange masked trucker and all his toys with revenge on his mind.

Roll on 18 Wheleer

Trucker is what you would imagine: a movie about a psychotic trucker chasing you. We have seen it many, many times. What makes the film so different is its homage to bad movies but good ideas. I don’t mean in a negative way. When you think of a slasher movie, it’s not very complicated; as a matter of fact, it takes five minutes to piece the film together. This is so simple and childlike, and I absolutely love it. Trucker gave us something a little different, not too gory, bad CGI fire, I mean, this is all we old schlock horror fans want. Trucker is the type of film that you expect from a Tubi Original, on speed. However, I would take this over any Tubi Original.

I found some parts that were definitely a shout-out to the slasher humor from all those movies. Another good point that made the film shine was the sets. I guess what I can say is the film is everything Joy Ride should have been. While most modern slashers are trying to recreate the 1980s, the film stands out with its love for those unloved 1990’s horror films. While most see Joyride, you are extremely mistaken, my friend; you will enjoy this film much more.

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In The End

In the end, I enjoyed the entire film. At first, I saw it listed as an action thriller; I was pleasantly surprised, and Trucker pulled at my heart strings, enveloping me in its comfort from a long-forgotten time in horror. It’s a nostalgic blast for me, thinking back to that time, my friends, my youth, and finding my new home. Horror fans are split down the middle: from serial-killer clowns (my side) to elevated horror, where an artist paints a forty-thousand-year-old demon that chases them around an upper-class studio apartment. I say that a lot, but it’s the best way to describe some things.

The entire movie had me cheering while all the people I hated suffered dire consequences for their actions. It’s the same old story done in a way that we rabid fans could drool over, and it worked. In all the bad in the world today, and my only hope for the future is the soon-to-end Terrifier franchise. However, the direction was a recipe to succeed with 40+ year old horror fans like me. I see the film as a hope for tomorrow, leading us into a new era.

Trucker is set to release on March 10th, 2026

 

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