long ago morphed into something more blended, with presentations incorporating cable and dollops of digital and streaming for years. But they still have a place in the hearts and calendars of decision-makers controlling billions in advertising dollars.
Netflix took over the lease of the Paris in 2019 and has used the fabled single-screen venue next to the Plaza Hotel to screen a range of films and series. Of course, many of them are Netflix originals and the site often hosts premieres, but it’s also a repertory house of sorts where directors can program work that influenced them, for example. During upfront week, of course, it won’t be about the art of cinema, but about the realities of commerce.
Another tech giant, YouTube, has long been a presence during the NewFronts, an tech-centric ad blitz held earlier in the spring, though last year was the first time the digital video destination held forth during the traditional upfront week. Although Paramount bailed, NBCUniversal has committed to an event kicking off the week on May 14 at Radio City Music Hall. It’s unclear what other players intend to do.