Netflix’s Surprise Announcement: No In-Person Upfronts

On the eve of this year’s Upfronts, we’ve seen a strange pivot from Netflix away from their planned inaugural in-person event to a virtual presentation. With many people puzzled by the (unrevealed) reasoning behind the swap, entertainment attorney and industry insider, Brandon Blake of Blake & Wang P.A, is here to share what we know.

Avoiding Picketlines?

Despite the lack of given reasons for the abrupt last-minute pivot, many assume that the promised picket line strike action from the WGA slated for Upfronts week is a driving factor in the decision which will leave New York’s Paris Theater dark on their scheduled May 17th date. Instead of the planned presentation and following reception, Netflix will be putting out a streaming-only virtual presentation. They will still be sharing updates on their advertising-focused products as well as planned upcoming programming. With their ad-supported tier barely a year old, we assume it will be a key focus for them. Netflix’s L.A offices have been a popular picketing location in the first weeks of the WGA strike, so assuming it has a hand in the decision is logical.

Canceled Appearances and Tentative Schedules

Netflix CEO, Ted Sarandos, has also canceled an in-person appearance scheduled for the PEN America Gala on May 18th. Although the implications of the uncertain climate surrounding the strike has left many uncertain about Upfronts week, Netflix is (so far) the only company to directly step out of the in-person event schedule. For now, or so it seems, everyone else is built of sterner stuff.

 

However, the knock-on disruptions from strike activity, amid a climate with a serious ad downturn also in play, is bound to have repercussions on attendance at the Upfronts as well as the general ad-buying mood, especially with potential disruptions to planned Fall slates in play.  For now, however, we can only wait and see what comes as the Upfronts kick off this week.