Hollywood: Behind the New Machine of Success

367

October 22, 2014

Published in La Nación
(Argentina) on 5 October 2014
by (link to original link to original)

Translated from by Christopher Zappola. Edited by Nicholas Eckart.

British media such as The Guardian and Daily Mail published on Friday the surprise from emerging news of a survey among English teens: “Youtube stars,” vloggers, columnists and celebrities who gain fame from online videos and have access to an envied style of life, are replacing actresses, soccer players and even professional role models.

It’s no accident that major Hollywood (Disney and Warner) companies have decided to buy or associate themselves with boutique producers which launch these figures, occupying a creative underground, such as it did before by performing standup. Comedy in fact is the most popular genre in this phenomenon which grows in TV’s peripheral marketing.

Meanwhile, in those days the first Instagram series was released with 15-second chapters, and Netflix announced that it would investigate video format for videos between two and five minutes in order to conquer cell phones. Movie summaries, animation and above all else humor seem to take first place in the so-called small formats which keep the audiovisual industry running.

Hollywood, tras la nueva máquina de éxitos

Medios británicos como The Guardian y Daily Mail publicaron el viernes, con sorpresa, la novedad surgida de una encuesta entre jóvenes ingleses: "YouTube star", vlogger, columnistas y celebridades, que desde videos online cosechan fama y acceden a un estilo de vida envidiado, desplazan a actrices, futbolistas y hasta profesionales como modelos a seguir.

No es casual que las grandes empresas de Hollywood (de Disney a Warner) hayan decidido comprar o asociarse con productoras boutique que lanzan a estas figuras que ocupan un underground creativo, como antes lo hacía la escena del stand-up. La comedia , de hecho, es el género más popular de este fenómeno que crece en la periferia del negocio de la TV.

Mientras, en estos días se estrenó la primera serie para Instagram con capítulos de 15 segundos y Netflix anunció que explora el formato de videos de entre 2 y 5 minutos para conquistar el celular. Resúmenes de películas, animación y, sobre todo, humor parecen llevar la delantera en los llamados pequeños formatos que desvelan a la industria audiovisual

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