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Breaking Down Upfronts: How Networks and Streamers Used A-Listers, Athletes and ‘Texas Hold ‘Em’ to Entice Ad Buys
Executives pulled out all the stops at this year's upfronts, trotting out celebs and athletes.
Opening Disney’s upfront was Emma Stone, introducing CEO Bob Iger while getting in one more plug for her Oscar-winning film “Poor Things.” The sheer number of movie mentions (NBCU took time to debut the trailer to “Wicked”) felt unusual at an event traditionally tailored to ad-supported television. The power of IP was on full display as media companies tried to wow advertisers with plans to reinvent, reboot and reimagine programs and movies rooted in established properties. Amazon burrowed into the MGM archive to conjure a “Tomb Raider” show from Phoebe Waller-Bridge, a “Legally Blonde” prequel and a Spider-Man Noir series starring Nicolas Cage.
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