Los Angeles:
Almost six years after technology giant Apple Aapl.o debuted Hollywood with the launch of Apple TV+, iPhone Maker is placed for Primetime Glory at Sunday’s Emmy Awards.
Apple’s streaming service earned 81 Emmy nominations for 14 titles this year, the company’s strongest view to date at the annual celebration of TV expertise. Its science-fiction series Resignation and Hollywood satire The study is Frontrunners for Best Drama and Best Comedy, says price experts.
The company, which is known for its carefully cultivated image, has taken chances of unconventional stories, trusted screenwriters and delivered creative freedom, according to producers, writers and actors who have worked with Apple TV+.
Its approach has helped Apple attract A-Listing Talent and elevated his reputation in Hollywood.
How Apple TV+ lures Top Talent
Actor Seth Rogen said a reason why he brought The study to Apple TV+ was because of the latitude that was delivered on another comedy of his, Platonic.
“I was really worried that they might be restrictive,” Rogen said. “And then there is a scene in Platonic Where we snore cocaine and ketamine from an iPhone. “
“We were allowed to do this!” Said Rogen. “They weren’t as corporate overlord as I might have worried about them would be.”
Apple TV+ launched in 2019 with a handful of original series including The Morning ExhibitionJennifer Aniston’s first tv -steps since Friends. At that time, the industry’s insiders criticized the company’s strategy of providing limited offers without a collection of previously released shows.
Studio leaders Jamie Erlicht and Zack van Amburg remained the course and built the Apple TV+’s library for programming, a tailor -made series at a time. The company got a milestone in 2021, when Ted Lasso became the first streaming series to win the best comedy Emmy.
Apple has increased the cost of original programming to $ 4.9 billion this year from $ 660 million in 2019, according to Ampere analysis. This investment has helped Apple TV+ reach about 60 million subscribers, according to Gene Munster, CEO partner of Deepwater Asset Management, who thinks the service is probably breaking. Apple TV+ does not reveal subscriber numbers or financial details.
Netflix nflx.o, on the other hand, uses approx. $ 17 billion and has more than 300 million subscribers.
Investing in award -winning content
Now, Apple TV+ is considered a top Hollywood destination, Endeavor Talent Agency Medter Rick Rosen said.
“They have shown a lot of patience and they have really built a very high quality slate that has received people’s attention,” Rosen said.
Ben Stiller, an executive producer and director of Dismissal, Said no other study wanted to do The Mind-Bending Show about grades undergoing surgery to separate their work and personal memories. Erlicht and Van Amburg and programming head Matt Cherniss, “got the concept completely,” Stiller said.
Resignation leads all series with 27 Emmy nominations. “As a startup, they had a lot on the line,” Stiller said. “I found that they were very deferential for creative, but also with smart thoughts.”
Jason Segel, Star of the Best Comedy -Nominated Shrinking, credited Apple leaders to see the promise of a story about a therapist trying to help others while often making bad choices for themselves, such as taking drugs and entertaining sex workers while his daughter is upstairs.
“This is pretty dangerous territory for a feel-good comedy,” Segel said. “But right from the beginning there was trust, just as these guys can pull this off.”
Oscar winner Jessica Chastain said that Apple TV +’s domestic programming director, Michelle Lee, reached out when the actress and her producing partner threw the upcoming thriller The savant, About an undercover investigator who infiltrates online hate groups. Working with Apple was so positive, Chastain said she has two more projects with the streamer.
“All the notes that came our way were really specific and moved the story forward,” she said.
TV results follow film success
Breaking Bad Creator Vince Gilligan said he took his upcoming sci-fi series, Pluribus, To Apple TV+ partly because they made “a very generous offer” among several bidders.
Gilligan said other factors counted more than the dollar figure he refused to reveal. A big plus, he said, was the opportunity to reunite with Erlicht and Van Amburg, who led Sony Pictures Television when it produced Breaking Bad and spin-off Better call Saul. He paid tribute to Apple to support an ambitious show.
The latest TV results follow the success of Apple’s original films playing in theaters before going to Apple TV+. Coda won the best photo Oscar in 2022, and Brad Pitt Racing Drama F1: The movie Was a summer box-office hit.
Apple “understood that the movie should be made in the right way,” said F1 Producer Jerry Bruckheimer, and noted that it meant filming under actual Formula One race and building a racing car.
“They realized that the value of doing it in a very accurate way would be the best way to present this movie as something from Apple,” Bruckheimer said. “It’s really well designed and beautifully done.”
