Netflix continues to eye Hollywood awards with new magazine
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Netflix continues to eye Hollywood awards with new magazine

Streaming video on demand (SVOD) market leader Netflix is planning to release a free magazine that features interviews, essays, and more by and about people who work on Netflix series. The company is planning to use this publication to draw attention to its programs and stars ahead of the Emmy’s (TV’s main awards) within the Hollywood community. It’s the latest move in a years-long strategy by Netflix to win top industry awards, offering creatives and viewers yet more reason to flock to the platform.

Netflix’s share price has appreciated by 37% so far this year

Netflix

Source: Yahoo Finance

The company’s 100-page inaugural issue, working title Wide, will detail some of its 700 programs from last year, and the talent surrounding them. Those programs include all genres of fiction, stand-up comedy specials, critically acclaimed documentaries, and popular animations aimed at adults and children.

Netflix has spent hundreds of millions of dollars in pursuit of awards gold. The reason for that is simple: in the eyes of many Hollywood insiders, the streaming business model is still seen as an inferior alternative to traditional TV and movies. That’s not a great incentive to work with the company – and without the best talent, Netflix can’t create the best content. And without the best content, audiences get bored. Last year, the company hired veteran publicist Lisa Taback to run its awards operation. More recently, it hired Vanity Fair editor Krista Smith to help her out.

In a statement over the new publication, Netflix said: “In preparation for a ground-breaking year in film and television, Netflix has gathered some of the most talented and sought after writers and photographers, thinkers and creatives, to make the inaugural issue of Wide, the Netflix print journal.”

Netflix will distribute it in June, just before Emmy nominations (last year, it garnered the most Emmy nominations of any single player). But Wide could be about more than just awards… it’s part of an evolving solution to a bigger puzzle of which awards are just one piece. Namely, this: what’s the best way for Netflix to cause a buzz in Hollywood?

Disclosure

Dominion holds Netflix in its Global Trends Ecommerce Fund.


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