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A single FYC billboard is just so … 2017.
With Emmy voting officially underway (the two-week nomination period, which kicked off yesterday, runs through June 25), studios and networks are going to ever more creative extremes to grab the attention of Emmy voters.
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Though, yes, the streets of Los Angeles are still filled with FYC billboards — egos must still be served, after all — marketers have been feverishly stepping up their game.
Amazon Studios is putting considerable muscle behind its top contender, “Marvelous Mrs. Maisel,” the period comedy from Amy Sherman-Palladino and Dan Palladino, which already has two Golden Globes to its credit. Eleven sets of eight-foot-tall “Marvelous” block letters are being installed in L.A. and New York to celebrate women-led companies, like newsletter the Skimm, dating site Bumble, and nonprofit Girls Who Code.
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“The character Midge Maisel is a strong, talented woman, who strikes out on her own to forge a new path, and in the spirit of ‘The Marvelous Mrs. Maisel,’ we are excited to shine a light on other fantastic, entrepreneurial women,” said Amazon’s head of marketing, Mike Benson. “We hope that this campaign will inspire others to find their unique voice.”
Hulu is no stranger to the live activation game — last year, the streamer dispatched an army of red-robe clad handmaids to events like SXSW. This time, Hulu sent a costumed crew to organic eatery Kreation, in an embrace of the show’s famous tagline “Blessed be the Fruit.” Customers who said that phrase got a free juice at one of 14 locations across L.A.
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And Netflix, never one to sit back quietly during awards season, blanketed city walls and streets with a glitter trail leading into glitter bomb wall art, for its ’80s-set wrestling comedy “GLOW” — and erected laundry machines filled with cash across the city in support of...
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