LOS ANGELES:
Almost six years after the giant of Apple Aapl. O Hollywood debut with the launch of Apple TV+, the iPhone manufacturer is positioned for the glory of star schedule at the Emmy Awards on Sunday.
Apple’s transmission service obtained 81 Emmy nominations for 14 titles this year, the company’s largest exhibition to date in the annual celebration of television excellence. Your science fiction series Rupture and Hollywood satire The study They are the favorites for the best drama and the best comedy, prizes experts say.
The company known for its carefully cultivated image has risked unconventional stories, trust scripts writers and provided creative freedom, according to producers, writers and actors who have worked with Apple TV+.
His approach has helped Apple attract talent from list A and raised his reputation in Hollywood.
How Apple TV+ attracts the best talent
Actor Seth Rogen said a reason why he brought The study A Apple TV+ was due to the latitude provided in another comedy, Platonic.
“I was really worried that maybe they were restrictive,” Rogen said. “And then there is a scene in Platonic where we snort cocaine and ketamine from an iPhone “.
“We were allowed to do this!” Rogen said. “They were not so corporate, since maybe I was worried that they were going to be.”
Apple TV+ launched in 2019 with a handful of original series that include The morning showJennifer Aniston’s first television raid from Friends. At that time, industry experts criticized the company’s strategy to provide limited offers without a collection of previously published programs.
Study executives Jamie Erlicht and Zack Van Amburg maintained the course, building the Apple TV+program library, a custom series at the same time. The company achieved a milestone in 2021, when Ted Lasso It became the first transmission series to win the best Emmy comedy.
Apple has increased expenditure on original programming to $ 4.9 billion this year, from $ 660 million in 2019, according to Ampere Analysis. This investment has helped Apple TV+ to reach about 60 million subscribers, according to MINSTER, managing partner of Deepwater Asset Management, who believes that the service is probably reaching a balance point. Apple TV+ does not reveal numbers of subscribers or financial details.
Netflix NFLX.O, on the contrary, spends approximately $ 17 billion and has more than 300 million subscribers.
Invest in award -winning content
Now, Apple TV+ is considered the best Hollywood destination, said the co -founder of the Endeavour Rick Rosen talent agency.
“They have shown a lot of patience, and they have really built a very high quality board that has caught people’s attention,” Rosen said.
Ben Stiller, executive producer and director of Rupture, He said that no other study wanted to do the amazing show about characters that undergo surgery to separate their work and personal memories. Erlicht and Van Amburg, and programming chief Matt Cherniss, “obtained the concept completely,” Stiller said.
Rupture He leads all series with 27 Emmy nominations. “As Startup, they had a lot at stake,” Stiller said. “I found that they were very deferens for creatives, but also with intelligent thoughts.”
Jason Segel, star of the best comedy nominee Contraction, They accredited Apple executives for seeing the promise in a story about a therapist that tries to help others while they often make bad decisions for themselves, such as taking drugs and entertaining sex workers while their daughter is up.
“This is a fairly dangerous territory for a comedy to feel good,” said Segel. “But from the beginning there was trust, as if these guys could achieve this.”
Oscar’s winner Jessica Chastain said that Apple TV+National Programming Director Michelle Lee communicated when the actress and her producing partner were launching the next thriller The wise, About an undercover researcher who infiltrates the online hate groups. Working with Apple was so positive, said Chastain, who has two more projects with streamer.
“All the notes that were coming were really specific and advanced the story,” he said.
TV achievements follow the success of the film
Breaking Bad Creator Vince Gilligan said he took his next science fiction series, Pluribus, A Apple TV+ partly because they made “a very generous offer” among multiple bidders.
Gilligan said that other factors counted more than the dollar figure, which he refused to reveal. A great advantage, he said, was the opportunity to meet with Erlicht and Van Amburg, who led the television of Sony Pictures when he produced Breaking Bad and spin-off Better call Saul. He praised Apple for supporting an ambitious show.
Recent television achievements follow the success of Apple’s original films, which are reproduced in cinemas before going to Apple TV+. Coda He won the Oscar of the best film in 2022, and Brad Pitt Racing Drama F1: The movie It was a summer box office success.
Apple “understood that the film had to be done in the right way,” he said F1 Producer Jerry Bruckheimer, pointing out that it meant filming during real formula 1 races and building a racing car.
“They realized that the value of doing so in a very precise way would be the best way to present this film as something Apple,” Bruckheimer said. “It is very well designed and beautifully done.”
