AMC Networks’ Upfront Pitch: A New Franchise, More Ad-Supported Streaming, and a Little “Fear”

by

How can you make yourself noticeable in a competitive landscape where both tech titans and established entertainment firms are present?

It’s beneficial to go early and to be a little unique. That’s why this week, AMC Networks intends to bring together their brand marketing partners, clients, and even their distribution partners (such as pay-TV companies and content platforms), in what they are calling an “immersive” presentation of their programming. In a twist from the norm, they will also include their distribution partners in this event.

Kim Kelleher, AMC Networks’ chief commercial officer, emphasizes in an interview with The Hollywood Reporter that not everyone may watch all of their shows. Therefore, it is essential for them to make the shows more engaging and appealing so that people want to watch them when they leave. She explains that the company is broadening the scope of its audience for an upfront presentation to account for the intricacies of content distribution and advertising in today’s world. Kelleher states that it’s crucial to discuss ad placements only after considering all the various locations where ads are being shown, and that’s what they’re doing – bringing together the different places and audiences.

AMC Networks also plans to announce some updates. Notably, they have been focusing on their primary series, such as The Walking Dead universe and the Anne Rice universe serving as notable examples. They are now aiming to develop a franchise from classic literary works.

AMC is kick-starting a series they’ve named “Great American Tales“, commencing with the adaptation of “The Grapes of Wrath“, followed by more timeless classics in subsequent releases.

The business is growing its offerings on Acorn TV substantially by including a gripping crime drama titled “Allie & Andi“, featuring Brooke Shields in the role of a mystery novelist teaming up with another writer to unravel the enigma surrounding the murder of her friend.

Acorn, initially a platform focused on British television, has evolved to cater to mystery and drama genres. During its upcoming presentation, it will prominently feature as AMC introduces a free, ad-supported variant named Acorn TV Mysteries.

Kelleher explains that we view the ecosystem not as a chance to display content from our old library without monetary value. Instead, we aim to make our channels reflect the brands they represent, carrying their respective names. For the first time, FAST (Free Ad-Supported Streaming Television) will offer much of Acorn’s programming to advertisers. Many people have expressed interest in our audience over the years but lacked access to it. With this new platform, they’ll finally have that opportunity. Additionally, being in a digital environment allows for a barter system where subscription to the primary service can be gained through ad exposure. If you miss certain seasons, you can easily subscribe by clicking a button. Kelleher suggests that streaming devices like Rokus and Amazons are almost completing the loop with this approach.

Furthermore, they delve into the realm of terror with genres beyond just The Walking Dead series. This is evident in their ventures such as Shudder, a dedicated horror streaming platform, and special events like FearFest.

Kelleher remarks that this particular genre is currently showing no signs of slowing and even looks back to the year 2024, where she labeled horror as the new trend equivalent to comedy.

As a passionate fan, I wholeheartedly endorse the observation that escapism has become an essential refuge for many people today, and this trend is evidently reflected in box office sales, as well as our subscriber engagement on Shudder. Moreover, even traditional linear TV channels like FearFest are experiencing unprecedented viewership, with numbers that are truly awe-inspiring.

This year, AMC Networks is collaborating with The Sphere (a company co-owned by the Dolan family) for the “Sphere of Fear” event. The Las Vegas attraction’s exosphere and social media, along with AMC Networks’ platforms, will be accessible to brands.

Kelleher suggests envisioning a brand having a presence beyond Earth’s atmosphere, yet seamlessly connecting it to all locations where FearFest content is available for viewing, as well as regular updates each night about events happening inside the Sphere during that specific week, through our network.

The company has commissioned an original, unscripted show titled “Guts & Glory” for Shudder and AMC+. This series is being produced by Greg Nicotero, known for his special effects work on “The Walking Dead”. Contestants will find themselves in intense horror-themed challenges, akin to Nicotero’s description of it as a blend between the survival aspect of Survivor and the eerie atmosphere of The Blair Witch Project.

Additionally, AMC confirms that Janelle Monáe will reprise her role as “HalloQueen” during this year’s FearFest event. Moreover, the long-awaited free, ad-supported version of Shudder is scheduled to launch as well.

The Content Room, our in-house entertainment studio, is likewise delving into franchise productions. It’s preparing for celebrations marking the 15th anniversary of “The Walking Dead,” and offering a behind-the-scenes experience tied to season three of “Interview with the Vampire.

According to AMC Networks CMO Kim Granito, they prioritize three main aspects. In addition to franchises, these include capitalizing on significant cultural events such as Best Christmas Ever, FearFest, and the Sundance Film Festival. These events aren’t just for entertainment; they also attract numerous advertisers. Furthermore, a growing trend is brands utilizing AMC’s targeted distribution platforms to distribute their projects. Recently, this was demonstrated through collaborations like one with L’Oreal during Women’s History Month, where their film has been performing exceptionally well on AMC+ and Sundance Now. Similar partnerships, such as the one with Michelob Ultra earlier in the year, have also been increasing.

Read More

2025-04-07 17:54