The entertainment world has certainly gotten more complex since streaming became a mainstream distribution platform. Most especially the Upfronts season, which has changed into a mammoth endeavor including the traditional Upfronts as well as the so-called New Fronts, aimed specifically at streaming, and the considerable cross-over we’ve seen of late with who presents where. Kicking off this Upfront season, we have some insight into AMC’s upcoming plans. Blake & Wang P.A. entertainment attorney, Brandon Blake, offers some insights from their latest advertiser pitch.
An Unusual Pitch
In an unusual twist for an Upfronts pitch, AMC Networks are inviting not just their brand marketing partners and other clients, but also their distribution partners, to its (self-described) “immersive” programming showcase.
They have a good point with this shift in traditional Upfront tactics. As ad placement becomes increasingly important to advertisers, it will no doubt be useful to have all those audiences together in one room.
Big Plans
Alongside its attempt to bring classic literature to life through its new anthology franchise series, AMC is also expanding the slate for Acorn TV significantly, with several key new crime dramas earmarked for the platform. Timely, as they’re also launching a FAST TV option for the service, meaning advertiser buy-in will be critical. AMC indicated that it will be focusing on fully branded “moments” tied to key cultural themes throughout the year, from the Sundance Film Festival to Christmas itself. They also have announced a significant expansion in their horror lineup to match.
All of this will be presented in a novel format, indeed, as they have also partnered with the Las Vegas Sphere for enhanced branding leaning into that horror theme. Will it be enough to help them pep up their flagging bottom line and reinvent themselves to better fit the modern entertainment environment? This will definitely be an Upfronts pitch to watch.
Film and Television 