September Entertainment Highlights
• Netflix pushes to launch ad-supported subscription ahead of Disney+ as the race for the top streaming platform continues
• Historic events, such as the passing of Queen Elizabeth II, bring consumers back to the stories that make them feel connected, creating significant impact for brands involved in evergreen content
• Brands looking to find the best content integration opportunities need to get involved often before a distribution partner is secured or risk missing out on some of the best opportunities
• The Little Mermaid teaser took the world by storm collecting over 104M global views, floating above the recent Disney live-action titles that premiered at the D23 Expo
• Bad Bunny wins artist of the year at this years MTV Music Video Awards, proof that Latin music has a strong connection with a broad range of consumers
Netflix Ad Tier Launch Moved Up to November to Get Ahead of Disney+
Netflix is moving up the timeline for the debut of its cheaper, ad-supported plan to November — in order to get out before the Dec. 8 launch of Disney+’s ad-supported offering. With a “soft $65 CPM” and a $10MM minimum annual commitment spend, multiple brands are unwilling to be the first ones to jump on Netflix’s ad-supported wagon. This is a very high initial investment, especially considering that Netflix won’t be offering demo or behavioral targeting options — nor third party attributions — at least in the first roll-out phase. Ad avoidance continues to grow, and this could keep pushing the needle towards Product Placement as the most effective way to reach audiences. — READ MORE
‘The Crown’ Viewing on Netflix Surges After Queen Elizabeth II’s Death
Unsurprisingly, the death of Queen Elizabeth II on Sept. 8 — ending a historic 70-year reign — spurred renewed interest in the popular Netflix series The Crown. Between Sep. 9-11 the show’s viewership in the U.K. increased more than 800% compared with the previous week’s period, according to data analytics firm Whip Media. In the U.S., viewership of The Crown more than quadrupled from Friday-Sunday compared with the previous week. The moment in history brought worldwide audience’s back to the series as viewers wanted to spend more time with the Queen, another reminder of the longtail of content and the many events, benchmarks, and happenings that bring consumers back to stories creating more connection with content as time passes. — READ MORE
Tiger Pictures Entertainment Scores Worldwide Distribution Rights for Chinese Hit ‘Moon Man’
Beijing-based Tiger Pictures Entertainment has acquired worldwide distribution rights outside of mainland China for hit sci-fi comedy film “Moon Man.“ The film, which has collected some $430 million at the Chinese box office to date, tells the story of “the last human in the universe” as an astronaut finds himself stranded on the moon after an asteroid wipes out life on earth. Brands looking to integrate into the next “big” content opportunity need to jump in during the early stages, often times before a distribution partner is secured. “Moon Man” is the latest example of how initial and secondary distribution partners are secured well after the opportunity for brands to affect the content has passed. — READ MORE
‘The Little Mermaid’ Teaser With Halle Bailey Scores Over 104 Million Views
Disney made quite a splash at its D23 Expo with a first-look teaser of Halle Bailey’s live-action The Little Mermaid which earned over 104 million global views. The clip takes viewers on a journey through the ocean before showing the shimmering underwater life of Ariel (Bailey), who reveals her version of the iconic Little Mermaid song “Part of Your World.” The teaser floated above those of all recent Disney live-action titles, including Cruella (68 million views), Beauty and the Beast (94 million views), Aladdin (74 million views) and Maleficent 2 (62 million views). The explosive response to The Little Mermaid teaser is proof that consumers are excited for the reboot era, and studios will continue to lean on this strategy to reach larger audiences. — READ MORE
Bad Bunny Makes History Winning VMA Artist of the Year
Bad Bunny won artist of the year at the 2022 MTV Video Music Awards, becoming the first non-English-language performer to win the title. Drake, Ed Sheeran, Harry Styles, Lil Naz X, Lizzo and Jack Harlow were the other nominees. His win is the latest confirmation that Latin music is mainstream in the U.S. and elsewhere around the globe, and brands that pass on opportunities to align with these performers miss out on huge opportunities to connect with a broad range of consumers. — READ MORE
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