LOS ANGELES:
Almost six years after the Apple Aappl.o technology giant made its debut in Hollywood with the launch of Apple TV +, the iPhone manufacturer is positioned for the glory of prime hours at the Emmy Awards on Sunday.
Apple’s streaming service has obtained 81 EMMY nominations for 14 titles this year, the company’s largest projection to date during the annual celebration of television excellence. His science fiction series Breakup and Hollywood satire The studio According to the prices of the best drama and the best comedy, say the price experts.
The company known for its carefully cultivated image has taken risks on unconventional stories, editors of trust scripts and has provided freedom of creation, according to producers, writers and actors who worked with Apple TV +.
His approach helped Apple attract the talents of list A and raised its reputation to Hollywood.
How Apple TV + attracts the best talents
Actor Seth Rogen said one of the reasons why he brought The studio at Apple TV + was because of the latitude provided on another comedy, Platonic.
“I was really worried that they may be restrictive,” said Rogen. “And then there is a scene in Platonic Where we sniff cocaine and iphone iphone. “”
“We were allowed to do that!” Said Rogen. “They were not as suzerains of the company as maybe I feared that they are.”
Apple TV + launched in 2019 with a handful of original series, including The morning showJennifer Aniston’s first television foray into Friends. At the time, the initiates of the industry criticized the company’s strategy to provide limited offers without a collection of previously published shows.
The managers of studio Jamie Erlicht and Zack van Amburg stayed up, building the Apple TV +programming library, a tailor -made series at the same time. The company reached a milestone in 2021 when Ted Lasso became the first streaming series to win the best comedy Emmy.
Apple increased original programming expenses to $ 4.9 billion this year, compared to $ 660 million in 2019, according to Ampere Analysis. This investment helped Apple TV + reach around 60 million subscribers, according to Gene Munster, director manager at Deepwater Asset Management, who thinks that the service is probably even breaking. Apple TV + does not reveal subscribers or financial details.
Netflix NFLX.O, on the other hand, spends about $ 17 billion and has more than 300 million subscribers.
Invest in award -winning content
Now Apple TV + is considered a Hollywood destination, said Rick Rosen Rick Rosen, co-founder of the Endeavour talent agency.
“They showed a lot of patience, and they really built a very high quality list that drew people’s attention,” said Rosen.
Ben Stiller, executive producer and director of Rupture, said that no other studio wanted to make the show that is launching on the characters who undergo surgery to separate their work and their personal memories. Erlicht and Van Amburg, and the programming chief Matt Cherniss, “completely obtained the concept,” said Stiller.
Breakup Led all series with 27 Emmy nominations. “As a startup, they had a lot on the line,” said Stiller. “I found them very deferential to creative, but also with intelligent thoughts.”
Jason Segel, star of the best nominated in comedy Contraction, Credit Apple’s leaders for seeing the promise in a story on a therapist who tries to help others while often making bad choices for himself, like taking drugs and entertaining sex workers while her daughter is upstairs.
“It is a rather dangerous territory for a well-being comedy,” said Segel. “But from the start, there was confidence, as these guys can succeed.”
Jessica Chastain, winner of an Oscar, said that Apple TV +National Programming Director, Michelle Lee, has grown her hand while the actress and her producer partner presented the thriller to come The scientist, On an infiltrated investigator who infiltrates groups of online hatred. Working with Apple was so positive, said Chastain, that she has two other projects with the streamer.
“All the notes that came to us were really specific and advanced history,” she said.
Television achievements follow the success of the film
Break the bad Creator Vince Gilligan said he had taken his next science fiction series, Pluribus, At Apple TV + in part because they made “a very generous offer” among several bidders.
Gilligan said other factors had more than dollars, which he refused to disclose. A bigger advantage, he said, was an opportunity to find Erlicht and Van Amburg, who directed Sony Pictures television when he produced Break the bad and spin-off Better call Saul. He praised Apple for supporting an ambitious show.
Recent television achievements follow the success of Apple’s original films, which play in theaters before going to Apple TV +. Coda won the best film Oscar in 2022 and Brad Pitt Racing Drama F1: the film was a blow to the summer box office.
Apple “understood that the film was to be done in the right way,” said F1 Producer Jerry Bruckheimer, noting that it meant filmed during the real formula 1 races and build a racing car.
“They realized that the value of doing it in a very precise way would be the best way to present this film as something Apple,” said Bruckheimer. “It’s really well designed and beautifully done.”
