Somehow or someway, AMC Networks makes its annual spring Upfront event a delightful, memorable one for all present. That tradition continued April 10 when the company's 2024 presentation unfolded at Chelsea Factory on West 26th Street, the venue housing Roku's NewFront gathering the last two years. (Heads-up: Roku is moving its NewFront quarters to The Glasshouse on the West Side Highway April 30th.)
The Big Message: Depend on every service AMC distributes through linear cable, smart TV products and multichannel bundles to showcase uncompromised, breakthrough scripted and unscripted fare to consumers, no matter when or where they watch. That's why advertisers and agencies should consider an ideal centerpiece for innovative cross-platform campaigns. "Our audiences have never been larger -- and they are fragmented," acknowledged Chief Commercial Officer Kim Kelleher. "We'll transact the way you want, direct or programmatic, and entertain partner relationships."
Hosts: A quartet of executives shared host duty -- Kelleher, Chief Executive Officer Kristin Dolan, President of Entertainment & AMC Studios Dan McDermott and Evan Adlman, Executive Vice President of Commercial Sales and Revenue Operations.
What Worked: Plenty of video montages illustrating the range of AMC Network's original content. Two were accompanied by unexpected moments. An original song was performed live during a combo montage of scenes from Anne Rice's Interview With The Vampire and Anne Rice's Mayfair Witches.Later, a brigade of zombies (played by actors) moved through the audience to the classic Led Zeppelin song Whole Lotta Love and scenes from various Walking Dead Universe series. But wait, there's more from these creatures ahead. Keep reading.
What Also Worked: A sensational sit-down dinner where stars and producers from various series hob-knobbed with advertiser and agency reps at their respective tables. Greek salad was served inside a crusty "pillow" you broke open with a small mallet by your plate. Attendees had a choice of filet mignon, miso glazed cod over risotto and pea puree or rigatoni Bolognese as their main course. Had the cod and it was delicious.
Data Points: AMC Networks now programs more than 100 free ad-supported channel feeds that run on 11 smart TV/multichannel bundle platforms. Together with linear cable and satellite distribution, the company's services reach 91 million consumers a month, adding up to 480 million hours of viewership per month. More than 70 percent of linear distribution is open to addressable advertising, and 50 percent of overall viewership is non-linear.
News: ALLBLK, Shudder, Sundance Now and other AMC networks distributed largely through smart TV products and multichannel platforms without advertising will launch ad-supported versions during the 2024-25 season. This follows last fall's launch of AMC+'s ad-supported format. At AMC/AMC+, new series launches coming later this year and early 2025 include Jules Verne-inspired adventure drama Nautilus, Devil In Silver,the third season of acclaimed anthology drama The Terror, and (possibly) a third Anne Rice drama series involving the secretive society Talamasca. Season three of Dark Winds, now filming in New Mexico, is anticipated to debut later this year or early 2025. WE tv's new unscripted series for 2024-25 includes Tia Mowry: My Next Chapter and a Braxtons family update. BBC America's 2025 lineup includes a new round of Planet Earth episodes dealing with the natural world in Asia. "This is just the tip of the iceberg" with originals and original content development, McDermott promised.
Bonus Points: Attendees feasted on a variety of desserts after the presentation, from glazed donuts to gelatin bites. Some made time for freestyle dance moves to DJ-picked favorite songs. Take one guess who also popped up for dessert. The zombies, shuffling every which way through the crowd. More than one stopped to check out those freestyling attendees, then hesitatingly, tried out a step or two. As surreal as an Upfront event can get.
Parting Words: "We continue to make the shows and franchises that we've come to enjoy for so many years. We're a mature media company, and we operate with a start-up mentality." - Kristin Dolan, AMC Networks Chief Executive Officer
"Quality always wins. We're a content company -- and a studio -- built around a promise to our customers to put them first." - Chief Commercial Officer Kim Kelleher
"We're committed to a mission of super-serving audiences with superb storytelling." - Dan McDermott, President, Entertainment and AMC Studios
"Is everybody OK? Or do you need a moment?" - Evan Adlman, Executive Vice President, Commercial Sales and Revenue Operations, immediately after The Walking Dead zombies made their initial descent upon the presentation
Photo courtesy of AMC Networks and SVC.BoxMigration.
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