Can a new TV show about a female superhero aspire to create positive messages for girls and women as well as (or better than) a certain viral video from a feminine products brand?
In just the last few weeks, Procter & Gamble's viral sensation "Like A Girl" won the GoodWorks Effie, which is designed to recognize marketers for effectively using their platforms for "purpose-driven' campaigns. That is to say, campaigns that accomplish some social good, beyond (just) promoting the brands behind them.
As most everyone in the world of marketing and advertising knows by now, the video, for P&G's Always brand, explores the meaning of the phrase "like a girl" - and how to redefine it. It's powerful stuff, and since its debut last summer, it has generated nearly 60 million views—and has been likened to some of the best work coming from Unilever's long-running "Campaign for Real Beauty."
Right around the same time, we also saw the release of a six-minute trailer for CBS-TV's new show "Supergirl" from Berlanti Productions—the team behind "The Flash," "Arrow," and the upcoming "Legends of Tomorrow" on CW.
Based on the character in DC comics, the series follows Kara Zor-El, the preteen cousin of baby Kal-El, as she... Read more
Fox is a very self-aware company about the trouble the network TV business is in. First, the network reacted to Cablevision taking them off the air in a carriage fee dispute by blocking Cablevision ISP subscribers from Hulu, showing that they understand that the network is unnecessary if you want to watch Glee. Now Jim Gianopulos, the chairman of the 20th Century Fox movie studio is scolding cinemas for annoying customers by cluttering the pre-show screen with ads when the audience is used to being able to skip ads with their DVR.
The irony is that theater owners are doing the thing that TV networks used to be able to do quite well: monetize a captive audience. Mr. Gianopulos told the truth -- people don't like having their attention hijacked. Just because they are captive doesn't mean they will accept being hawked at.
The NY Times article that reported this implies that Mr. Gianopulos issued this statement as a partial explanation for the 20% Q1 decline in theatrical revenue. If people are so upset about ads screaming at them that they will avoid seeing a first run movie in its exclusive theatrical run, what does that say... Read more