As a media analyst with over two decades of experience, I have seen the evolution of late-night television from its humble beginnings to the digital age we find ourselves in today. And let me tell you, The Tonight Show Starring Jimmy Fallon has masterfully navigated this transition.
In a world where quick and modern content is more frequently consumed on smartphones rather than traditional linear TV shows, how can you, being one of the most classic examples, continue to stay significant?
Interestingly enough, even amidst the reign of TikTok and Instagram in our pop culture, there’s still a strong appeal for things of the past – or nostalgia, as we call it.
On Jimmy Fallon’s talk show, “The Tonight Show,” in March, Lindsay Lohan revived her roles as “Hallie” and “Annie” from the 1998 movie “The Parent Trap.” This wasn’t a part of the actual show, but rather a fun sketch that was shared on their social media platforms such as TikTok and Instagram. The video has garnered over 43 million views since then.
Her recent comeback a few weeks back led to her involvement in another exclusive digital sketch, reminiscent of the iconic “Jingle Bell Rock” scene from her 2004 movie “Mean Girls.” This sketch has already amassed over 15 million views.
The sketches were both created digitally, evoking nostalgia, and they highlight the efforts of the 70-year-old NBC late-night program to adjust to the swiftly evolving media landscape, particularly in the realm of comedy.
Nick Dyer, supervising producer and head of digital at The Tonight Show, explains their approach: “We’re constantly aiming to connect with fanbases – it’s a significant part of our plan, whether it’s Marvel, Game of Thrones, K-pop, Taylor Swift, or others. We enjoy incorporating Easter eggs, and we also strive to honor our guests’ work in a way that feels innovative and unique. Essentially, we’re blending the traditional with the modern, highlighting the aspects that make these guests appealing for their past, present, and future endeavors.
In essence, for programs like late-night shows, including NBC’s The Tonight Show, social media distribution has emerged as a significant form of cultural exchange. Traditional television viewing patterns have shifted, and audiences, particularly younger viewers who were once the backbone of late-night viewership, are no longer exclusively receiving their humor through conventional means.
Chris Miller, the showrunner for “The Tonight Show,” mentioned that their one-hour program, which previously focused on linear viewers and the 18 to 49 demographic, was crystal clear, especially for advertisers. He’s been a devoted viewer of the show since the days of Johnny Carson.
We’ve taken care of it, but then we start thinking about how to trim this down, what will work well on YouTube?… Then there’s the group that asks, ‘what’s new for me? I only have 15 seconds.’ So our question is, how can we edit this into shorter formats like 15 seconds, 30 seconds, or even a full minute?
Dyer notes that viewing patterns have certainly shifted, but what’s consistently impressive about Jimmy is his ability to connect with our audience, no matter where they’re accessing content,” (paraphrased)
As a seasoned gamer, I’ve learned that while traditional gaming platforms may still reign supreme in terms of profit, expanding to digital realms can significantly narrow the gap, especially when you’ve got a massive following like mine across various platforms. For instance, The Tonight Show, as NBC highlights, is not just the kingpin of late-night TV but also the most-followed entertainment program and talk show on social video platforms. Over the past year alone, it has amassed an impressive 8.3 billion views on TikTok, Instagram, YouTube, Facebook, and more.
Looking back at the times when Late Night was airing, I used to feel thrilled that we had gathered 100 followers on Twitter,” Fallon reminisces. “I thought to myself, ‘this means an additional 100 people will be discussing our show!’ Almost reaching 100 million seems almost surreal to me.
Miller points out that the Tonight Show is often marketed as part of a comprehensive package involving all of NBCUniversal. This extensive sale process requires numerous individuals working full-time to manage the monetization aspect.
Additionally, he points out that it’s advantageous when individuals decide to join our platform, considering we boast over 100 million users, as this knowledge can be beneficial for them.
The show has found success in adapting its strategy to both guests and content, as proven by Lohan’s experience. A digital artwork featuring Sylvester Stallone and his daughters inspired by “Rocky” has garnered over 102 million views, while a segment with Ariana Grande based on a TikTok trend related to “Wicked” has been watched more than 60 million times.
Lori Blackman-Master, the supervising producer/head of talent for the show, notes that our social media presence is exceptional and often the focus in discussions about booking talent. Our guests not only engage in a conventional interview with Jimmy but also have the opportunity to create unique content, managed by our outstanding digital team. Once published on our social platforms, this content gains momentum, reaching a vast array of viewers and accumulating millions upon millions of views.
As a passionate gamer, I wholeheartedly agree with Miller’s perspective. He suggests that the grandeur of this show is so immense that it doesn’t just follow trends, but has the power to shape them itself.
Miller explains that when we have a large audience, if we discover something amusing but not yet mainstream, we might elevate it by incorporating a well-known figure like Dwayne Johnson. This way, we can help take it to a new level. So instead of always going for what’s already big, we can find something enjoyable and potentially make it the next big sensation.
In our approach, we consider how this concept aligns with the broader context of The Tonight Show and the unique tone it carries. Does it resonate with the show’s identity and Jimmy Fallon’s distinctive voice? Can we present it in an innovative or fresh manner, perhaps by surprising expectations or exploring new creative avenues?
Dyer and Miller point out that Fallon actively participates in the show’s activities on popular social video platforms, with Miller adding that “he’s quite immersed due to his own colossal social media presence. Consequently, he’s a frequent user of TikTok, Instagram, and keeps an eye on the latest trends.
However, it’s common knowledge to those who have perused TikTok, Instagram, or YouTube that there are also trends and videos which might not align with the traditional standards of a long-standing show like The Tonight Show, or suit the unique public image of Jimmy Fallon.
And in that respect, there are limitations on what the show — and what Fallon — can and will do.
At the Tonight Show, we’ve got an unwritten code – things we simply don’t do because it’s not who Jimmy is. We shy away from heavily discussing certain political matters. There isn’t a handbook or explicit rules. Instead, there’s a shared understanding of what feels right from working here, which guides our actions. In essence, you just know the boundaries.
The outcomes usually have a playful, spontaneous, often sentimental quality and are likely to attract tens of millions of viewers.
We’ve consistently treated social media and the internet as important platforms, putting in effort to grow alongside our audience. I can’t express enough my gratitude towards Nick and the entire team,” Fallon expresses. “Additionally, every guest who appears on our show, willing to join us and place their trust in us, is a blessing. I consider myself incredibly fortunate.
This tale was initially published in the December 13th edition of The Hollywood Reporter magazine. If you’d like to get the magazine yourself, click here to subscribe.
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2024-12-13 20:26