At the start of the third day of the Digital Content NewFronts, it’s official—navigating these dog-and-pony shows while 7 months pregnant (as Jeanine Poggi, senior editor and our lead live-blogger this week, has been doing) is quite possibly the absolute worst. Either way, Ad Age will continue to be here, updating you along the way.
Things kick off with Hulu, which ahead of its presentation announced it has topped 28 million U.S. users. Other Hulu announcements include a new binge-watching ad format, an expanded partnership with Marvel and a move into food originals.
Later today we will hear from Walmart’s Vudu, Vice and Ellen Digital Network. (Speaking of Vice, Ad Age recently sat down with CEO Nancy Dubuc as she approaches her one-year anniversary at the helm.)
11:05 a.m. ET Star power
The final leg of Hulu’s presentation was a formidable who’s-who of stars. First George Clooney took the stage to promote his new series “Catch-22.” “The last time I was at the upfronts was 25 years ago,” he recalls. It was the first season of “E.R.” and he was backstage with Jennifer Aniston. “Friends” was also in its first season, and according to Clooney, Aniston told him, “I don't know if this is going to work.”
Reese Witherspoon is also on hand to talk up her series “Little Fires Everywhere,” plus “Saturday Night Live” cast member Kate McKinnon, who will star as Elizabeth Holmes in a documentary about the CEO of Theranos. “If you need the blood of an upfront virgin... I don’t know what the hell goes on here,” she quips. —J.P.
10:45 a.m. ET Mindy's back, back again
“This is my 40th Hulu NewFronts,” Mindy Kaling says as she takes the stage to promote her new limited series “Four Weddings and a Funeral.” “Remember when it was just me, ‘Family Guy’ reruns and that show about a chubby guy who talks to ghosts?”
Kaling says she can’t wait to fill “Four Weddings and a Funeral” with commercials for laundry detergent or anti-depressant medication. “Because I am here for you,” she says. —J.P.
10:25a.m. ET New Oprah?
“This is like a rave,” Chrissy Teigen says at Hulu’s NewFront. She is partnering with the platform for food content and other programming. “I approached them about becoming the new Oprah.” Teigen also gives a shout-out to McDonald’s. “I have some thoughts for you,” she says, telling the reps for the fast-food giant in attendance to find her after to discuss. “We have to destroy Burger King.” —J.P.
10:15 a.m. ET Easter Eggs
Hulu introduces “Friends with Benefits,” an ad offering that rewards users with “Easter eggs” within the Hulu platform that unlock hidden rewards. Imagine seeing an icon for a new show that you click on, but it is really a promo for a pair of jeans. —J.P.
10:05 a.m. ET Laugh out loud
Ramy Youssef, creator of the Hulu original “Ramy,” takes the stage declaring “I love ads,” adding that Hulu gave him the premium ad-free subscription and he sent it back. “Give me the one with the commercials,” he says he told Hulu.
Youssef adds that people always ask him if he feels pressure to represent and defend Muslims. “I find it harder to defend New Jersey,” he said, talking about the state where he grew up. —J.P.
9:55 a.m. ET Fun facts
Hulu users apparently love forensic shows. On average, a binge session of “CSI: Miami” on the platform is five-and-a-half hours. Another fun fact: The median age of a viewer of a “Seinfeld” rerun on cable is 49-years-old, while on Hulu it is 32. —J.P.
9:25 a.m. ET A little rap to wake you up
Wu-Tang Clan’s RZA got the audience at the Hulu Theater at Madison Square Garden going this morning, DJ-ing as everyone filed in.
[from http://bit.ly/2VwvxLm]
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