Ahead of this week's Emmys2023 nominations, galaxyleila writes on how the writers' strike has revealed the cracks in awards season as we know it:
The start of summer in Los Angeles is not that first 80-degree day. It’s not when the massive tourist wave comes in. And it has absolutely nothing to do with the solstice or any celestial bodies. No, summer in Los Angeles starts when that first “For Your Consideration” billboard springs up for Emmy voters.
campaigns are advertising initiatives that are geared toward prospective award season voters. There are two cycles: the Oscars campaign that begins in the winter, and the Emmys campaign in the summer. Each one is accompanied by relentless billboards and newspaper ads. Free screenings with the cast and crews of many major shows are advertised and sometimes open to the public.
All this money and merchandise is in pursuit of the unstoppable force that is “buzz.” Good performances and well crafted shows do not win Emmys in marketing departments’ eyes. “Buzz” does. “Buzz” trickles up from the tourists to the executives. It turns a show you’ve never heard of into one that you “know someone who watches it, I think.” The true figure that is missing from every award acceptance speech is that undefinable, twisting, algorithm-fueled beast that is “buzz.
But this time the strike is hitting the TV industry during its peak. The summer should be in the middle of production schedules. Pilots should be decided upon and greenlit for more episodes. Filming should be happening every day. The studios are dead; the writers’ rooms are empty. And most unexpectedly, the “buzz” factory of Emmys season has been put to a halt.
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