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, saw strong ratings when they returned to TV screens, but the novelty quickly wore off. Viewership fordropped to their lowest levels of the season, despite audiences having more time than ever to consume content. Blame the fact that they were trying to adapt their set programs to a new normal—and still fill an hour or more. , on the other hand, had the chance to think digital-first.
“We liked the idea of feeling immediate but didn’t want it to seem like a DIY, cobbled-together show,” says Picturestart CEO Erik Feig, who oversaw thefilm series. “In terms of high-end production value . . . the premium content does dry up during” the pandemic. Episodes only run six to seven minutes long. And its target audience—the young adult fans—is used to consuming content through social media. More thanThe revamped show also fits perfectly within Facebook Watch’s new strategy. The platform, which has 140 million daily users and a 2020 content budget of about $1.4 billion according to
, decided to move away from scripted content earlier this year in favor of short-form talk shows, like its flagship seriesThose series have both experienced a surge of viewers during the pandemic, with a coronavirus-themed episode ofFor Picturestart, which has the rights to the IP, the series sets up a slew of upcoming releases. It has an adaptation of R.L. Stine’sChosen Ones,The series also serves as easy marketing.
“Because books have a really long life . . . they can be discovered over and over again, and the things you do to support and promote a book last a long time,” says Roth, who has been on a digital book tour since April. “I feel it, too, the desire to connect with people in a meaningful way, beyond watching them on Instagram making sourdough starter.”
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