Tuesday, November 28, 2023

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    As the strikes end and Hollywood gets back to business, what happens next for advertisers and ad buyers?

    With the actor’s strike over — Sag-Aftra reached a tentative agreement with the Alliance of Motion Picture and Television Producers (AMPTP) on Wednesday night — productions will likely start up again for an unusually busy winter. Aside from working quickly to resume production, one immediate shift will be talent’s ability to promote projects.

    “The PR/promotional restrictions surrounding the strike — those that prevented talent from promoting any past/current/future TV/film/streaming projects — have been lifted,” said Mary Semling, svp of Platinum Rye Entertainment, the talent and IP procurement branch of The Marketing Arm. “We had celebrity interviews happening just today which went from ‘they cannot talk about work projects’ yesterday to, within hours, ‘they can talk about work projects!’ This makes the PR activities associated with brand deals much, much more workable.”

    Other ripple effects of the strike’s end will likely take more time to sort out. In the years following the Writer’s Guild of America (WGA) strike of 2007 and 2008, the production of reality TV shows skyrocketed. Networks again leaned on reality TV production as well as live sports throughout the strikes. And marketers shifted ad dollars to reality TV and live sports over the last few months. In the coming weeks, advertisers will continue to lean on reality TV and live sports as production ramps up.

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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