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 The legendary British composer, creator of classic shows such as
"Cats" and "Phantom of the Opera," said he rarely performs in
public. But despite dozens of other awards, Lloyd Webber has
never won an Emmy. And with a record number of shows vying for
the television industry's highest honors, networks are amping up
the star power and getting creative to shine a spotlight on
their Emmy contenders.
Networks are going all out because an Emmy win, or even a
nomination, can help build buzz for a show in a crowded sea of
programming. That helps attract new viewers to traditional TV
channels, and more subscribers for streaming services from
outlets such as Netflix Inc <NFLX.O>, AT&T Inc's <T.N> HBO, or
Amazon.com Inc <AMZN.O>.
The Nat Geo cable channel brought "Genius: Picasso" star Antonio
Banderas to the Los Angeles County Museum of Art, where guests
mingled amid some of Picasso's original works. Earlier that
night, Netflix staged a discussion with the very private Barbra
Streisand about her latest concert film.
"Everybody in a way has become an underdog," said Michele
Robertson, a long-time Hollywood publicist and awards
consultant. "There is no slam dunk. Everybody feels like they've
got to up their game."
With so many entries clamoring for attention, the Television
Academy, the group that hands out the Emmys, changed its rules
this year to allow multiple Emmy promotional events on the same
day, and on weekends as well as weekdays.
The result? The number of Academy-sanctioned events increased to
more than 100 from 61 last year, the organization said.
At least 200 unofficial events also are crowding calendars, said
veteran awards watcher Tom O'Neil, from cocktail parties to
publicity stunts such as sending taco trucks to buildings where
voters work.
Contenders will learn if their efforts paid off on July 12, when
Emmy nominations are announced after tabulating the votes of
more than 23,000 actors, writers, technicians and other members
of the Television Academy.
Voting started June 11 and ends June 25. Winners will be
unveiled on Sept. 17 at the televised Emmy awards ceremony.
The competitive field is packed. TV channels and streaming
services released a record 487 scripted original series last
year, more than double the 216 in 2010, according to data
compiled by cable network FX. That does not include
documentaries, reality competitions, late-night shows and
musical specials.
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SELFIES WITH CAST
A few years ago, Emmy campaign events were largely limited to panel
discussions with creators and actors. Those still exist, but
networks are trying different approaches.
ABC, part of Walt Disney Co <DIS.N>, for the first time held a
day-long event on the Disney studio lot, offering selfies with the
cast of "The Goldbergs" and a performance by "American Idol" winner
Maddie Poppe along with panels.
"We chose to showcase several of our shows and talent on one day in
order to maximize voters' time, which is a precious commodity right
now," ABC Studios President Patrick Moran said.
Netflix held 43 events in New York and Los Angeles from February
through June.
One Saturday, Netflix served a lavish three-course brunch, with miso-glazed
sole on fine china, as "Glow" star Alison Brie, attorney and Netflix
documentary subject Gloria Allred, and others reflected on women's
progress in Hollywood.
The streaming service hosted most of its events over five weeks in
May and June at an interactive exhibit where guests could play the
1980s video games seen in "Stranger Things," draw graffiti on a car
from "American Vandal," or hear the rumble of rushing cattle in a
Western-themed bar from "Godless."
Networks have also bombarded voters with newspaper, digital,
billboard and radio advertisements.
Smaller networks are trying to compete. The Viceland cable channel
sent a plane hauling a banner to promote late-night show "Desus &
Mero" to fly over competitors' events and popular executive lunch
spots. It also papered cars in studio parking lots with faux parking
tickets urging a look at the show.
"We have really old-school, grassroots tactics," said Meghan Kirsch,
Viceland's senior vice president of marketing and creative. "We
don't have the millions and millions of dollars to spend, so we have
to be creative."
(Reporting by Lisa Richwine; Editing by Leslie Adler)
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