Netflix returned to the upfronts in fine fashion.
Netflix’s upfront event took place at the Perelman Performing Arts Center in Manhattan. The biggest name in streaming kept things intimate, with a scant 500 or so people in attendance. Compared to Disney, which filled a convention hall at the Javits Center, and NBCUniversal, which took over Radio City Music Hall, Netflix’s presentation felt downright cozy.
Jude Law and Jason Bateman opened the show with some discussion of Netflix’s reach and programming before some playful banter and hyping up their new drama series “Black Rabbit.”
Amy Reinhard, Netflix’s president of advertising, took the stage next, telling advertisers in attendance that Netflix shows are not just put on in the background and ignored. “When you compare us to our competitors, attention starts higher and ends much higher,” Reinhard said. “And even more impressive, members pay as much attention to mid-roll ads as they do to the shows and movies themselves.”
Reinhard briefly yielded the stage to “Emily in Paris” star Lily Collins, who appeared via video to talk about the Netflix ad suite. Emily is a marketing executive, after all. This was followed by a clip from “Bridgerton” Season 4 and a tease of the final episodes of “Squid Game.”
Marian Lee, Netflix’s chief marketing officer, took the stage next to highlight some of Netflix’s biggest campaigns like Domino’s teaming with “Squid Game,” or TurboTax teaming with WWE. “Together, we can bring stories to life in ways none of us can do on our own. That’s our idea of the perfect partnership,” Lee said.
Those in attendance were treated to a new look at “Wednesday” Season 2 before “Strange Things” stars Gaten Matarazzo, Caleb McLaughlin, and Noah Schnapp came out promising an “epic” conclusion to the supernatural drama.
There was a very awkward transition between the “Stranger Things” footage to “Nobody Wants “This,” with Kristen Bell and Justine Lupe up next. They teased the second season of the hit comedy before Adam Brody popped up in the crowd to ask a question before joining Bell and Lupe onstage along with fellow cast members Timothy Simons and Jackie Tohn.
Bela Bajaria, Netflix’s chief content officer drew laughs from the crowd when she said one of the main reasons she was excited to work at Netflix was the fact that she would no longer have to fly to New York on Mother’s Day for the upfronts like she did in her broadcast days.
Bajaria, always one to break some news, made some big announcements on the TV side, including a two-season renewal for “Bridgerton,” an early Season 4 renewal for “The Diplomat,” quick Season 2 renewals for “The Four Seasons” and “Forever,”
Film was also part of the festivities (as it seems to be for every upfront presentation nowadays). Bajaria also announced the film “Here Comes the Flood” starring Denzel Washington and Daisy Edgar-Jones, as well as the Jamie Foxx-led “Fight for ’84.” More stars took the stage to promote their upcoming films, including Charlize Theron, Taraji P. Henson, Sherri Shepherd, and Teyana Taylor.
Bajaria also spoke glowingly about Netflix’s growing live events business, including WWE’s “Monday Night Raw,” NFL Christmas Day games (complete with an onstage appearances by Roger Goodell, Jerry Jones, and the Dallas Cowboys cheerleaders), and the highly-anticipated boxing rematch between Katie Taylor and Amanda Serrano.
