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Disney's Building Its Own Streamers-Why Take Shows to Hulu?



Rejoice, Aqua Teen Hunger Force fans: That caustic early-'00s Adult swim sensibility you loved is on its way to Hulu. This time, though, it'll have feathers.

Yesterday Marvel revealed he will be bringing four new shows to the streaming service – all animated, all aimed at adults, all from well-known creators, and all starring comic book characters who fall squarely on the Spider-Ham end of the spectrum. There'll be Howard the Duck written by Kevin Smith and Adult Swim mainstay Dave Willis; Tigra & Dazzler co-written by Chelsea Handler; Hit-Monkey about, yes, a macaque assassin; and M.O.D.O.K. a show co-written by Patton Oswalt and starring a villain Madball.

This, to be frank, is a little weird. Sure, Marvel has managed to turn off tertiary characters into household names, but this is like Hot Pie and the Shame Now getting Game of Thrones spinoffs. But the real concern has little to do with people hankering for M.O.D.O.K. Horseman . It's that Disney, which owns Marvel, is continuing its shattershot approach to television adaptations of its comic-book characters.

In the previous years that made sense-when you own a catalog as vast as Marvel's, why not crop-dust every streaming service and network to reach the maximum audience? However, with the Mouse House's own streaming network, Disney +, launching later this year, the tactic becomes dangerous. Netflix is ​​already losing its Marvel shows; Disney's other streaming competitors are acting much more territorially over their own intellectual property. When Disney's walled garden bears fruit, everything outside those walls just happens to be on the vine?

After the Marvel Cinematic Universe became a commercial juggernaut, branching out to become inevitable, both narratively and synergistically. First Marvel characters landed on ABC ( Agents of S.H.I.E.L.D. ), an obvious choice as a Disney-owned network. Then Netflix, whose only destination for gritty "street-level" shows like Jessica Jones Luke Cage , and Iron Fist . Legion and The Gifted popped up on FX and Fox, it was because of Fox's own chunk of Marvel's kingdom. But then, more puzzlingly, the teen hero drama Runaways landed on Hulu.

At the time, the math checked out: Disney had a 30 percent stake in Hulu, and none in Netflix, and no ( public) plans for its own platform. Since then, Disney's relationship with Hulu has gotten cozier. Disney's acquisition of fellow Hulu investor 21

st Century Fox means its ownership in the streaming platform is about to double. Disney + a head-scratcher.

WarnerMedia, Disney's chief rival in the megalopoly wars, is playing no such games. (Comprising Warner Bros., Turner Networks, and HBO, WarnerMedia is the hydra-like result of AT & T's acquiring Time Warner in 2018.) Kevin Reilly, content chief of Warner's own forthcoming streaming service, made as much as clear at the Television Critics Association's winter press tour in Los Angeles yesterday. "Sharing destination assets is not a good model," Reilly said, alluding to his desire to wrestle the Warner-produced Friends away from Netflix and streaming it exclusively on the platform.

Disney owns a handful of titanically successful IP universes-Pixar, Marvel, and Star Wars, not to mention Mickey and the gang-and soon a distribution channel to pump them into people's homes.

To be fair, Howard the Duck has become a "destination asset," no matter how many Guardians of the Galaxy end-credit scenes he pops up in. But the idea holds true. Disney owns a handful of titanically successful IP universes-Pixar, Marvel, and Star Wars, not to mention them.

The leading theory seems to be about positioning. "Disney's trying to silo their content into categories," says Rich Greenfield, a research analyst at BTIG (and a noted Disney pessimist), "Family, sports, more adult themed." Hulu shows the "adult" silo-but, as Greenfield points out, it's a superfluous distinction. Netflix and Amazon already carve out their own kids / family areas on the same platforms. Sesame Street to four-quadrant sitcoms like Modern Family .)

Writing for investment site Motley Fool in December, Stephen Lovely downplayed this very outcome. "Disney seems unlikely to split its content between two services in the way some observers have suggested," he wrote. (The idea that Hulu could be for Disney's 'edgier' content suggests a kid-stuff vibe that Disney +'s massive scale belies; Disney + is pretty much the same as Netflix and Hulu's.) "But that's clearly not how disney sees it. Craig Erwich, Hulu's senior vice president of originals, has revived his interest in Netflix's canceled street-level Marvel shows, and has not got Doctor Strange could fix.

In fact, that might just be the worst in Greenfield's view: creating new Marvel shows for Hulu adds to an already confusing patchwork of availability. "You already have this fragmentation of Marvel's rights," he says, citing Netflix's continuing license for the first 20 MCU movies, as well as Sony-owned Marvel characters like Spider-Man and Venom. In April, Disney wants to hold "Investor's Day" to reveal more of its plans around Disney +. Until then, its motivations are likely to remain a matter of speculation. Netflix already has more than 128 million subscribers around the world, and Hulu has 25 million of its own, it's going to take a lot of money and effort to win those customers over. Disney +, 'says Greenfield.

Especially when they've got so many options everywhere else. [19659015] More Great WIRED Stories


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