AMC Networks’ Content Room Delivers New Opportunities for Brands

Among the new AMCN digital originals is Better Call Saul Presents Slippinamp8217 Jimmy pictured at top an animated series following the antics of preteen preSaul quotSlippin39 Jimmyquot McGill in Cicero Ill in the early 1980s It39s presented in the style of 1970s80s Saturdaymorning cartoons Celebrating the final season of Better Call Saul and written by the BCS team the animated series will be widely available on a variety of platforms beginning June 13But that39s just one of many shows about to come on tap explained Kevin Dreyfuss Senior Vice President of Digital Content for AMC Networks quotWe39ve developed shows like Show Me More our behindthescenes format and one that39s focused on the Anne Rice universe Obsessed with the Vampire which are built to hit so many different audiences in the digital and the streaming spacequot he saidMuch of the Content Roomamp8217s original programming involves active integration from brands A particular example of this is Cooperamp8217s Bar pictured above an exclusive shortform comedy series which integrates the Bacardi brand Its executive produced by Rhea Seehorn of Better Call Saul who also stars as one of the denizens of a unique watering hole created by character actor Cooper in his quest for the perfect Tiki lounge experience behind his LA bungalow Cooper is played by Lou Mustillo who really has a Tiki bar in his backyard In fact that39s where the show was conceived and is shotquotIt39s just a great project that we were really excited to get involved with and get off the groundquot Dreyfuss said of Cooperamp8217s Bar Integrating Bacardi was quota nobrainerquot he added quotThey could actually become a somewhat meta plotline within the show itself which is kind of rare but we have the ability to do that This is one of those success stories that we can take out there and say 39Look we are creating content that our fans really want but are also ways that your brand can comfortably be a part of39quotOne of the Content Roomamp8217s earliest brand integrations involved Bottomless Brunch at Colmanamp8217s In the series Colman Domingo pictured above of Fear the Walking Dead and HBOamp8217s Euphoria invites colleagues and friends quotintoquot his home for a virtual quotSunday brunchquot featuring food cocktails and conversationDebuting in 2020 as a digital short during the initial COVID19 lockdown the show is now an ongoing series featured across multiple digital and linear platforms as well as a podcast It39s sponsored by Diageo brands Bottomless has led to another new entry in the Content Room slate You Are Here a digital travel series featuring Domingo39s personal exploration of cities and places that have played a special role in his lifeIn discussing the genesis of Bottomless Dreyfuss quipped quotColman is a force of nature If you saw any of the 30000 movies he was in last year you know the man has amazing rangequot Dreyfuss and his team eventually focused on tapping into Domingo39s knowledge of and connection to the cocktails space and the fact that quothe is one of these guys who seems to know everybodyquot Dreyfuss said quotDuring the pandemic everybody had a lot of time So the timing was perfectquotIn the beginning there was no brand attached to the show quotIt was really just scratching a creative itch for Colman and our desire to branch out in terms of creating originals for our digital spacesquot Dreyfuss recalled Then numerous brands came calling and Diageo ultimately made the most sense quotThe key was the ability to authentically attach to real conversations around culture and what was happening around us at that timequot he explained quotDiageo could be connected to that play a role in facilitating those conversations and actually serve as the amp8216glueamp8217 that brought all those people togetherquotDreyfuss believes that it39s also the flexibility of timing and format that will draw both viewers and advertisers to shortform shows like Cooperamp8217s Bar and other upcoming Content Room programming Among them is Dead in the Water a prequel series born of the world of Fear the Walking Dead Managing Brat a flyonthewall look at the lives of the stars of the popular WEtv and ALLBLK series Brat Loves Judy and Generation Dead a new digital documentary celebrating the fans of TWDThere39s also another digital series in the Anne Rice universe The Night Island set at a resort that caters to vampires and mortals alike A new digital version of the culturaldiscussion series Can We Talk About This hosted by comedian Jordan Carlos will premiere in 2023 And the final installment of the Emmywinning digital shortform series Better Call Saulamp8217s Training Tapes is also in the worksAlthough both Cooperamp8217s Bar and Dead in the Water will have exclusive runs on AMC first they like the rest of the Content Room slate will be distributed on linear social online and ondemand channels as wellClick the social buttons to share this content with your friends and 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AMC Networks’ Content Room Delivers New Opportunities for Brands

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Richard Mancini

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