Research labs? Not the return of the Cincy Soap Hood! Real ones will know.

Edited March 7, 20241 yr by Vee

3 minutes ago, BetterForgotten said:

So, apparently, P&G started to throw their hat back in the ring again for scripted content in 2020/2021. Of course, the goal is to push their brands in a subliminal/less obvious way.

They also have their hand in producing films, documentaries, and streaming content.

With Fewer Ads on Streaming, Brands Make More Movies

Imagine is also working with the consumer goods giant Procter & Gamble. The company, which effectively created soap operas when it began to sponsor serial radio dramas in the 1930s to help promote its soap products, is cofinancing a feature-length film with Imagine called “Mars 2080.” It will be directed by Eliza McNitt and begin production later this year. The film, which is scheduled to be released theatrically by IMAX in 2022 before moving to a streaming service, focuses on a family resettling on Mars.

It grew out of a breakfast in New York in 2019, where Mr. Wilkes, Mr. Howard and Marc Pritchard, Procter & Gamble’s chief brand officer, discussed technology in the pipeline. The Imagine team later toured Procter & Gamble’s research labs in Cincinnati, seeing examples of its “home of the future” products and meeting its scientists.

Kimberly Doebereiner, the vice president of Procter & Gamble’s future of advertising division, said the company hoped to do more long-form storytelling, like “The Cost of Winning,” the four-part sports documentary its shaving brand Gillette helped produce. It debuted on HBO in November.

“We want to be more interesting so consumers are leaning into our experiences and we’re creating content that they want to see as opposed to messages that are annoying to them,” she said. “Finding a way to have content that is in places where ads don’t exist is definitely one of the reasons why we’re leaning into this.”

It’s all part of a deliberate shift by brands to try to integrate themselves more fully into consumers’ lives, the way companies like Apple and Amazon have, said Dipanjan Chatterjee, an analyst with Forrester. And they want to do so without commercials, which, he said, have “zero credibility” with consumers.

“If the right story has the right ingredients and it becomes worthwhile for sharing, it doesn’t come across as an intrusive bit of advertising,” Mr. Chatterjee said. “It feels much more like a natural part of our lives.”

 

 

Pandemic taught them they can't sell soap to an audience at home by simply advertising in the supermarkets. They need to get their brand back in the minds of everyday consumers. Seriously though, this is great. Already reached out to a contact at the studios to see if I might get more info on this and what else is cooking up behind the scenes. As I said last summer, pandemic and strikes were eye openers to the industry. During both occasions, the only genre or daypart still chucking along was daytime and soaps in particular. It didn't go unnoticed.

Now, that Net Code contract will be even more valuable when it's up for renewal soon. Hopefully, SAG-AFTRA pays attention and secures a good deal the AMPTP can live with. It'll only help spearhead more developments.

1 minute ago, Errol said:

As I said last summer, pandemic and strikes were eye openers to the industry. During both occasions, the only genre or daypart still chucking along was daytime and soaps in particular. It didn't go unnoticed.

Yeah, that's what I was discussing earlier in the thread some pages back. Glad I wasn't crazy for noticing them enduring for people in front of and behind the camera (and the networks) during strikes and the streamer implosion.

Edited March 7, 20241 yr by Vee

Also, so with Sheila Ducksworth as co-EP from CBS Studios/NAACP Venture, Kimberly Doebereiner from P&G as VP of advertising, what part of CBS, NAACP and P&G are the other two from?

Talking of Leon Russell and Derrick Johnson

1 minute ago, Vee said:

Yeah, that's what I was discussing earlier in the thread some pages back. Glad I wasn't crazy for noticing them enduring for people in front of and behind the camera (and the networks) during strikes and the streamer implosion.

Yup. You not crazy.

Just believe in THRIVING! Haha.

I hope If & When The Gates moves forward that CBS doesnt pull what NBC did with Passions . They required their contract actors to sign for 5 years. That is why there were not many big name daytime soap starts on Passions at the beginning.

One thing I can't wait to see, and I really enjoyed being part of during the AMC/OLTL reboots, is the casting releases! Finding out who is joining this show and what character they play as news trickles in will give me (and the Community) LIFE!!!!

4 minutes ago, Errol said:

Pandemic taught them they can't sell soap to an audience at home by simply advertising in the supermarkets. They need to get their brand back in the minds of everyday consumers. Seriously though, this is great. Already reached out to a contact at the studios to see if I might get more info on this and what else is cooking up behind the scenes. As I said last summer, pandemic and strikes were eye openers to the industry. During both occasions, the only genre or daypart still chucking along was daytime and soaps in particular. It didn't go unnoticed.

Now, that Net Code contract will be even more valuable when it's up for renewal soon. Hopefully, SAG-AFTRA pays attention and secures a good deal the AMPTP can live with. It'll only help spearhead more developments.

Having worked on projects that were led by Marc Pritchard for P&G, he’s a smart and tough cookie that isn’t afraid to spend money to make money. I know he wouldn’t have signed off on this endeavour back to scripted content across multiple mediums if he didn’t have a good reason to. Extremely intelligent, and tough man who is not afraid to call people out on their bullsh!t. As I said before, he’s one person I am sure will not put his name or P&G’s name on a crap product (unless it’s beyond his control). 

4 minutes ago, John said:

I hope If & When The Gates moves forward that CBS doesnt pull what NBC did with Passions . They required their contract actors to sign for 5 years. That is why there were not many big name daytime soap starts on Passions at the beginning.

Outside of episode count and differences in pay, five years isn't actually something I'd worry about. Primetime shows required seven season deals and even with shorter filming schedules, it gave actors limited chances of doing a movie and a series simultaneously. A soap could still manage this similar to how GH is now doing with NIcholas Chavez. The only problem is the actor should remember soaps ARE NOT a stepping stone for "bigger and better things." They are just as much a TV show as "9-1-1" or "This is Us."

2 minutes ago, Errol said:

One thing I can't wait to see, and I really enjoyed being part of during the AMC/OLTL reboots

Don't open this wound further. 😩

2 minutes ago, Errol said:

Outside of episode count and differences in pay, five years isn't actually something I'd worry about. Primetime shows required seven season deals and even with shorter filming schedules, it gave actors limited chances of doing a movie and a series simultaneously. A soap could still manage this similar to how GH is now doing with NIcholas Chavez. The only problem is the actor should remember soaps ARE NOT a stepping stone for "bigger and better things." They are just as much a TV show as "9-1-1" or "This is Us."

Exactly. Is there a reason why ABC went back to 3 year deals on daytime after years of doing 4 year deals for newbies

8 minutes ago, Errol said:

One thing I can't wait to see, and I really enjoyed being part of during the AMC/OLTL reboots, is the casting releases! Finding out who is joining this show and what character they play as news trickles in will give me (and the Community) LIFE!!!!

It's wild that last time a soap was launched there was no social media or YouTube. I'm not sure there was Wikipedia and IMDB. 

2 minutes ago, BoldRestless said:

It's wild that last time a soap was launched there was no social media or YouTube. I'm not sure there was Wikipedia and IMDB. 

Right! And there was no SON. At best, there was SoapZone (forget it's name before it was called that, btw) and the AMC Pages (now called Soap Central). Soap Opera Network launched in October 2001, more than two years after "Passions." Theoretically, none of us were alive in the social media/message board instance in terms of our respective user names. Heck, I didn't even go by my real name back in those early days. How far we've come in the last 22-25 years.

1 hour ago, Errol said:

I'm just going to say this. Personally, streaming is NOT the future of soaps. It's an element of where soaps can be watched. As evidenced by the recent streaming failures across the industry, there isn't truly any shows that will survive long-term on a streaming service. Some of the most watched shows don't even go beyond five or six seasons, if they are lucky, and they only get 6-10 episodes a season.

What does that mean for Days of our Lives? 

Could CBS use this new show to play hardball with Bold and Beautiful?  Could Bold and Beautiful try to go elsewhere, to another network perhaps? 

1 minute ago, Jdee43 said:

What does that mean for Days of our Lives? 

Could CBS use this new show to play hardball with Bold and Beautiful?  Could Bold and Beautiful try to go elsewhere, to another network perhaps? 

I wouldn't worry about B&B. I don't doubt this is why CBS opted to just give the show an extension for another year instead of negotiating a new deal as it leaves the network to worry about other areas across its lineup while enabling it to put its focus on developing this show.

B&B is not in danger despite those demos.

6 minutes ago, Jdee43 said:

What does that mean for Days of our Lives? 

Could CBS use this new show to play hardball with Bold and Beautiful?  Could Bold and Beautiful try to go elsewhere, to another network perhaps?