AMC Networks' Upfront Message: Universes Matter

The Big Message: There's a growing universe of fans for the content franchises AMC Networks offers, including The Walking Dead and Anne Rice's Immortal Universe on AMC/AMC+ and Growing Up Hip-Hop on WE.tv. No matter what TV platform those fan universes watch these series on -- via linear cable, digital or smart TV products and multichannel bundles -- the company can pinpoint and connect advertisers in a variety of ways (commercials/program sponsorships/outreach/interactive and shoppable messages) using advanced data and analytics technology, including just-launched consumer insights platform Audience+. "Our shows break through popular culture, win critical acclaim and engage fans," said AMC Networks Chief Executive Officer Kristin Dolan. "We're a nimble, fast-moving company. We're out to grow all of our businesses together."

Hosts: Dolan led off the presentation, followed by a quartet of her executive colleagues -- AMC Entertainment/AMC Studios President Dan McDermott, Chief Commercial Officer Kim Kelleher, Commercial Sales and Revenue Operations Executive Vice President Evan Adlman and Head of Marketing Kim Granito. (Pictured above, left to right: Norman Reedus; MC Lyte; Dan McDermott; Lauren Cohan; Kristin Dolan, Kim Kelleher and Clive Owen.)

What Worked: A generous and well-paced new content review from McDermott, loaded with video clips. Many of the stars featured in those clips arrived early for a cocktail hour with attendees, with their pictures hanging on the ceiling or flashed on a big screen on one side of the room next to the sit-down dinner space, noted for its famous glass view of Central Park and Manhattan's East Side.

What Also Worked: Putting a spotlight on AMC Networks' commitment to diversity among on-and-off-camera talent throughout the presentation. Near the end, AMC announced a deal to be a presenting partner of the Harlem Festival of Culture, last held in 1969. Two free tickets to the festival, taking place July 28-30 at various Harlem sites, were distributed to each Upfront guest. "This will leave a mark on the world and a lasting legacy for our community," declared Yvonne McNair, Festival Co-Founder, Talent and Technical Producer.

What Didn't Work: Not offering details or examples of interactive, shoppable and other advanced ad formats when AMC executives invited attendees to take the plunge. Some clients have, via approaches like T.E.A.L. (Tech Enabled Audience Led), which was introduced at last year's Upfront event. Presenting one or two campaigns integrating those elements -- with results -- via a taped or live client testimonial would have been beneficial.

Bonus Points: Iconic soul superstar Gladys Knight (pictured above) surprising the crowd with an unbilled mini performance of her hits "I Heard It Through the Grapevine" and "Midnight Train to Georgia" for a presentation closer. With a NYC backdrop and accompanied by a keyboard player and three backup singers, Knight looked and sounded luminous. The audience was on its feet at the end. Another musical bonus: Wyclef Jean and MC Lyte (star of the ALLBLK scripted series Partners in Rhyme) hooking up for a few tunes during the dessert after-party.

Data Points: AMC Networks operates 15 ad-supported services (from IFC Film Picks to ALLBLK Gems), launched over the last two years and circulating through seven smart TV set or multichannel bundle platforms. WE.tv's Growing Up Hip-Hop series are the top content franchise on Thursday nights over linear channels.

News: Three series extensions of The Walking Dead will debut over the next year on AMC and AMC+ -- Dead City (this June), Daryl Dixon (this fall) and Rick & Michonne (2024). (The Walking Dead veterans Jeffrey Dean Morgan, Danai Gurira, Norman Reedus, Lauren Cohan and Andrew Lincoln are pictured at top, left to right.) Talamasca, a possible third series derived from Anne Rice's novels, is in development with The Blind Side writer and Academy Award nominee John Lee Hancock as showrunner. Also in AMC's future: Monsieur Spade, starring Clive Owen as gumshoe Sam Spade solving cases in 1960s France, and Parish (formerly The Driver) with Giancarlo Esposito as a man on a mission. WE.tv will take another stab at scripted series with Bev Is Boss, based on the exploits of entertainment manager Deb Antney, while introducing its latest Growing Up Hip-Hop offshoot series, Toya & Reginae, this fall. Cooper's Bar, the SeriesFest pilot entry that became a short-subject dramedy featuring Better Call Saul co-star Rhea Seehorn and developed through AMC's Content Room unit, will graduate to an IFC half-hour series. Another half-hour Content Room project, In the Kitchen with Harry, will showcase Anne Rice's Mayfair Witches co-star Harry Hamlin and his niece, chef Renee Guilbault, whipping up dinner parties for pop culture notables.

Parting Words:

"TV remains the best platform in the world to build brands and sell advertising." -- Kim Kelleher, AMC Networks' Chief Commercial Officer

"The ending (of Rick & Michonne) will insure there isn't a dry eye in any house." -- Dan McDermott, President of AMC Entertainment and AMC Studios

"Live premieres is the starting point of the journey people have with a show. When a viewer watches something for the first time, that's their [live] premiere." -- Evan Adlman, AMC Networks Executive Vice President, Commercial Sales and Revenue Operations

"Yeah, I'm feeling pretty good." -- Gladys Knight, in the midst of singing her chart-busting hit "I Heard It Through the Grapevine"

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