From ‘Quiet on Set’ to ‘Fall of Diddy,’ Meet the Doc Team Holding Pop Culture to Account

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Initially, there was some doubt about exploring this topic further: What if we scrutinized the complex conservatorship surrounding Britney Spears with the expertise of experienced journalists? Would fresh or enlightening information surface, considering the constant media buzz that usually surrounds her as a pop icon?

However, Mary Robertson, the filmmaker, felt this unique blend could be groundbreaking when she was in charge of The New York Times Presents. This approach at NYT led to two successful films, Framing Britney Spears and Controlling Britney Spears, which rekindled discussions about Britney Spears’ efforts to end her conservatorship. Notable personalities like Kacey Musgraves and Hayley Williams responded to these films. In the production company Robertson established in March 2022, Maxine, a similar mix of investigative journalism and popular figures and brands has proven profitable.

In approximately three years, Maxine has created a news-dominating series, which has been Max’s largest unscripted production since the launch of the streamer (Quiet on Set: The Dark Side of Kids TV). She has managed to secure crucial information in intense story situations, such as the ongoing Sean “Diddy” Combs scandal, and has garnered recognition with award nominations (two Emmys and a TCA Award). Interestingly, just days ago, Maxine’s investigation into Diddy, titled The Fall of Diddy, began streaming on Max. As of now, it is listed as the second most popular show on the platform. Additionally, the company is currently in contention for a Grammy for the Paramount+ film June, which focuses on the life and career of June Carter Cash.

In recent times, documentaries have seen a swift surge in popularity amidst an era of modest resources, and Rachel Smith, executive vice president of unscripted content, lifestyle, and documentaries at Peacock, believes this is due to Mary Robertson’s talent for blending highbrow and lowbrow sensibilities in her productions. This field now primarily emphasizes self-promotion and trending titles, as Smith explains, having collaborated with Robertson on the upcoming projects “Dr. Death: Cutthroat Conman” (2023) and “Girls Gone Wild: The Untold Story” (2024). According to Smith, Robertson stands out in this competitive landscape because she has a knack for pinpointing what will captivate the masses while maintaining a high level of journalistic integrity.

According to Robertson’s perspective, it’s crucial to examine widespread figures and brands as they lead to a broader discussion. “I discovered – and wholeheartedly believe – that examining culture is significant and valuable,” says Robertson. “Culture mirrors our values, norms, and standards, and it reveals and informs us about who we can be, what we aspire for people to become.

Maxine has been consistently collaborating journalists and filmmakers in their latest projects to delve deeply into well-known cultural personalities and institutions. The development team at the helm, headed by ex-producer from TIME Studios, Jessica Call, nurtures connections with journalists, media outlets, and independent filmmakers to brainstorm and scrutinize ideas. At present, Maxine is collaborating on various ideas with Buzzfeed, The Guardian, and even The Hollywood Reporter.

When a company thinks a project has strong potential, it dedicates resources to developing a plan or preview, and reaches out to prospective collaborators who could provide insights for the narrative. There’s an emphasis on securing interviews with individuals who have firsthand knowledge; members of the core team, who have journalistic backgrounds, come from publications like The New York Times, U.S. News & World Report, and Frontline.

As a gaming enthusiast diving into a captivating narrative, I’d like to share my thoughts on “Quiet on Set,” a game that truly embodies an innovative approach inspired by real-life events. The storyline is loosely based on Kate Taylor’s 2022 investigative piece about Dan Schneider, a former Nickelodeon megaproducer, as reported by Business Insider. However, our team didn’t settle for a straightforward retelling, says Emma Schwartz, co-director of the project. Instead, we asked ourselves, “What else can we add to enrich this story? What was in Taylor’s article was impressive, but what we found in ‘Quiet on Set’ was exponentially more.”

The game generated headlines due to its candid interviews with a diverse range of former Nickelodeon cast and crew members. Particularly noteworthy were the revelations by Drake Bell, who publicly disclosed for the first time his experiences with child sexual abuse at the hands of a Nickelodeon dialogue coach within the series.

In the subsequent projects by Maxine, they have delved into the troubled histories of once-powerful brands, utilizing connections to essential figures from these companies. For instance, in Maxine’s Amazon Prime series titled “Glitter and Greed: The Lisa Frank Story“, the production team spent two years building relationships with individuals who had worked at Lisa Frank Inc., but never shared their experiences before, such as Lisa Frank’s ex-husband and former business partner James Green. In a cutthroat market for nonfiction projects about Combs, where at least four other significant titles are available, with another one on Netflix in the pipeline, “The Fall of Diddy” tells its story through the accounts of accusers, ex-press representatives, a former assistant, and a childhood friend, among other insiders.

As the creator of “Quiet on Set,” I’ve found that its success has paved the way for meaningful collaborations with potential partners. This is a sentiment shared by Schwartz, my co-director on our recent project, “The Fall of Diddy.” Here’s what he expressed: “When people see our work and realize it’s not just another random project, but something credible and impactful, they’re more likely to take us seriously.

In many instances, Maxine’s projects often include conversations with individuals who have experienced trauma. Robertson underscores the importance of adopting a “trauma-aware” approach when engaging with contributors who share challenging narratives, ensuring that there are no unexpected or startling questions. As she explains, “We won’t catch a survivor of sexual abuse off guard with an unforeseen question.” There are no ambush tactics involved, and this method is consistent with journalistic ethics. Schwartz further notes that the producers foster ongoing relationships with some contributors throughout the editing process and beyond the project’s release.

As a gamer, I’ve got to say that the recent release of “Quiet on Set” didn’t sit well with everyone. Even gaming legends like Marc Summers, the host of Nickelodeon game shows, have voiced their displeasure. He alleged being ambushed by the filmmakers who, according to him, weren’t transparent about the documentary’s focus. In response, the creators, Robertson and Schwartz, asserted that they always make it clear to each participant about the nature of their projects. Other Nickelodeon stars like Raquel Lee Bolleau and Alexa Nikolas have also shared their dissatisfaction with “Quiet on Set”.

According to Robertson about the show, she believes that with all the focus comes both joy and hardship. She’s appreciative of many individuals who felt empowered to tell their stories, which until now, had often remained hidden or in the background.

Despite numerous entertainment firms choosing to avoid narratives about sensitive topics like sexual abuse and harassment, bullying, and workplace misconduct due to their perceived riskiness, Maxine persists in pursuing such projects. This form of investigative storytelling, however, carries its own dangers: Last spring, a former Nickelodeon producer named Schneider filed a defamation lawsuit against the producers of Quiet on Set. Although the case was allowed to continue in November, the defendants have since filed an appeal.

In the gaming world, it’s no walk in the park these days – everything is under close observation. Nothing can easily sail by unnoticed. Things are thoroughly examined, I’d say. As the president of Sony Pictures Television Nonfiction, where Maxine has her overall deal, Eli Holzman shared this insight: “The marketplace has been tougher, and it’s moved towards trustworthy providers.” In this challenging climate, Maxine has emerged as one of those reliable providers. It’s a critical moment when an inexperienced company might struggle to greenlight a project with First Amendment and liability issues. But Maxine, with her proven track record, seems to have the edge.

In essence, Buzzfeed had proposed a series called “Girls Gone Wild: The Untold Story” to Peacock, featuring audio from an extensive interview conducted by journalist Scaachi Koul with the controversial founder of the brand. However, due to lack of production resources, Buzzfeed couldn’t proceed. To address this, Peacock executive Smith matched Buzzfeed with Maxine Productions. According to Smith, given the sensitivity surrounding the “Girls Gone Wild” story, it was crucial to partner with a company that prioritized victims and handled sensitive situations with care, while also being skilled storytellers. Smith believed that Mary from Maxine Productions was particularly suited for this task.

It’s beneficial that the public is still open to narratives steeped in nostalgia, featuring celebrities, brands, true crime, and scandals, which aligns well with Maxine’s current focus. However, the films produced by this company strive to convey important messages subtly, similar to hiding vegetables in zucchini bread for kids so they don’t realize they’re eating their veggies. This isn’t always a Trojan horse approach; in fact, last September, Frontline teamed up with Maxine and the Associated Press to expose serious fraud claims within South Korea’s adoption industry.

Robertson keeps quiet about the future plans of the company, but one project is revealed: a documentary on the accusations of sex-trafficking and assault involving real estate agents Oren and Tal Alexander, their brother Alon, and other matters in pop culture and true crime. In addition, there are several projects in development including two limited series – one music-themed, the other about a significant figure in pop culture, as well as numerous other ideas. The company also hasn’t ruled out another installment of Quiet on Set, stating their interest in this subject matter remains strong. Robertson aims to broaden the company’s brand identity by exploring more archival-based projects and epic narratives. “We’re aiming for growth, we’re aiming to move beyond our current state,” she says.

When asked about her dream project, Robertson often mentions a well-known figure from Hollywood. She expresses her desire to create a documentary featuring Miley Cyrus, if she’s open to the idea. Having previously explored the lives of former Nickelodeon stars and their professional environments, it seems natural for her to consider a former star of the Disney Channel, none other than the iconic Hannah Montana herself. “Feel free to reach out, Miley,” she invites.

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2025-01-31 21:55