Welcome to the July issue of the Viacom Global Insights Digest, bringing you Viacom’s latest consumer insights from around the world.
For Pride Month (June), we published stories on the most LGBT-friendly US companies and Ireland’s first gay prime minister. We also have a video of our Modern Dads and research on play in the Netherlands, Gen Xers in South Africa and originality among teens and young adults.
As always, the English version of our blog is home to these stories and many more. All stories are available in Spanish (LatAm) and Portuguese (Brazilian).
Throughout history, art has defended the human spirit. Especially in times of political crisis, art and activism become inextricably related.
This was clear after attending Logo’s Trailblazer Honors, which celebrates the work of honorees who have made indelible contributions to LGBT civil rights—through writing, dancing, singing and producing. This year’s honorees included Cyndi Lauper; activist and author Cleve Jones (his memoir, When We Rise, inspired ABC’s miniseries by the same name); the late Alvin Ailey, who is credited with making modern dance an inclusive space for LGBT African-Americans; and the creators of NBC’s Will and Grace, Max Mutchnick and David Kohan.
As Viacom refocuses under the leadership of CEO Bob Bakish, this rapid-fire concentration of noteworthy properties distills the impressive breadth and depth of Viacom’s multi-brand portfolio.
Here’s a day-by-day look at what’s already dropped and what’s to come over the weekend:
Wednesday, June 21 – Transformers: The Last Knight – Paramount Pictures
It is the fifth installment in the live-action Transformers spectaculars directed by Michael Bay, an intriguing collision of ancient epochs with the robot alien present, and a special effects masterpiece.
“…[I]f you’re not staggered by the technique on display here – the stuff that sets Bay’s work miles above the Fast & Furiouses, X-Men: Apocalypses and Tom Cruise-chasing Mummies of this world – you’re not paying attention,” writes The Telegraph’s Robbie Collin.
Here’s a preview of what he’s talking about:
Since the first Transformers movie hit theaters in 2007, the franchise has raked in nearly $4 billion for Paramount and redefined important elements of the movie industry. “Ever since the first movie in the robo-franchise was released into theaters a decade ago, the film industry has changed its approach to producing, releasing and reporting on movies,” writes The Street’s Buster Coen, noting that the films legitimized toy-to-cinema adaptations, stamped June as a month for movie blockbusters, and set the template for international distribution of American films.
Transformers: The Last Knight is in theaters around the world now. A Bumblebee spin-off is scheduled for release next summer.
With a cast of complex characters unified by their small-town setting, the deft use of suspense and drama, and some imaginative writing, Spike has transformed Stephen King’s 1980 novella about a sinister, monster-filled cloud descending upon a small Maine town into a 10-part serial that debuted last night.
And it’s really good, according to a platoon of critics who got an advanced look at the pilot. “Spike’s new series based on The Mist … wasn’t written by King, but it does the author proud ,” writes CNET’s Gael Fashingbauer Cooper.
The series was written, rather, by a team led by Denmark native Christian Torpe, who is a lifelong King fan and consulted with the author at the project’s outset. King simply told him, “Don’t do anything ordinary.”
Torpe appears to have succeeded, leaving even those familiar with King’s original work in suspense. “It’s hard to judge where this newer, looser adaptation might progress from just the first hour, but Torpe has said that, like King, he intends to explore the nature of fanaticism, and how fear so often compels people to seek out unlikely prophets,” writes The Atlantic’s Sophie Gilbert. “If so, The Mist could be a satisfyingly complex chiller, scaring viewers not just with unexpected jumps and amped-up creepy crawlies, but with the more human monsters who are all trapped together inside, waiting out the weather.”
The Mist premieres at a time of incredible momentum for Spike, which will evolve into the premium TV Paramount Network in January of next year. While the network is still determining an exact programming lineup, they have already announced Yellowstone starring Kevin Costner, a six-part documentary on Trayvon Martin produced in conjunction with The Weinstein Company, American Woman starring Alicia Silverstone and Mena Suvari, a six-part Waco series documenting the 1993 stand-off at the Branch Dividian compound, and a television adaptation of the 1988 classic film Heathers.
What do Cyndi Lauper, Will & Grace creators Max Mutchnick and David Kohan, Debra Messing, RuPaul’s Drag Race contestant Valentina, activist and author Cleve Jones, House Democratic Leader Nancy Pelosi, and Nicole “Snooki” Polizzi all have in common?
They’re trailblazers of the LGBT community—using their prominence in society to spread a message of love, acceptance and equality.
Logo’s tentpole event, which culminates Pride month along with the New York City Pride Parade, presents “Trailblazing Honors” to three individuals or entities who have made outstanding contributions to the LGBT community. Past honorees include activist Harvey Fierstein, Edie Windsor, Judy and Dennis Shepard, the Obama Administration and the cast of Orange Is the New Black.
What do Target, Google, Nike, AT&T, and American Express have in common? They’re among the 25 most LGBT-friendly companies in the U.S., according to Logo, Viacom’s network inspired by the LGBT community.
Logo unveiled its second annual Trailblazing Companies list on the eve of Pride Month in June to compile the catalog of inclusive and supportive businesses.
So, how can Logo measure the economics of equality? With the help of Witeck Communications, a marketing firm focused on LGBT consumer habits, Logo scored companies based on seven criteria:
Courtesy of Logo/Witeck Communications.
Aside from promoting equality and inclusivity, why should companies care about promoting LGBT initiatives? Well, there’s this: the LGBT community has an estimated buying power of $971 billion, according to Witeck Communications President Bob Witeck.
“The footprint that gay people have today in the economy is much, much more present, much more visible,” Witeck said in an interview with Bloomberg News. “Also, companies are responding not just to LGBT purchasing power, they are responding to others who are aligned and sympathetic.”
After strutting from Logo to VH1, RuPaul’s Drag Race’s ninth season premiered Friday, March 24. Critics say it’s as fabulous as ever—with a fierce cast delivering a whole new level of charisma, nerve, and talent. Viewers agree. The season premiere drew nearly 1 million viewers, more than any other episode of Drag Race. It was the most-watched show on cable TV that night, besides the NCAA’s March Madness basketball tournament. The divas dominated Twitter, as well, trending worldwide and garnering the highest Twitter volume in Drag Race history.
The cast of RuPaul’s Drag Race attend Season 9 Premiere Party & Meet The Queens Event at PlayStation Theater on March 7, 2017 in New York City. (Photo by Santiago Felipe/Getty Images)
“Growing up, my mother was always saying that [if] any of her child become gay or lesbian, she would take them out personally,” says the unidentified man in the red tank top, his head sliced from the camera shot. “Meaning she would kill us herself.”
Facing these sorts of attitudes and resorting to clandestine behavior are the reality for the LGBT community in Jamaica, where same-sex relations are scorned by an enormous chunk of the population: more than 80 percent, according to a new video from Logo’sGlobal Ally campaign and the Where Love Is Illegal organization, believe that homosexuality is immoral. And while homosexuality is not illegal, “acts of gross indecency” – intimate relations between members of the same sex – are.
The Jamaica that unfolds on the video is a brutal realm where LGBT individuals often live in constant fear of violence, exiled from their families, unemployed and uneducated because they are forever shunning public places.
In an atmosphere so tainted, why, then, would anyone come out at all?
“Our personal stories, which display our humanity, are very important, because it’s not real to Jamaican people unless they know somebody who’s part of the community,” says one man, echoing Logo’s position that increased visibility of LGBT individuals – whether in one’s personal life or the media – is the best way to diffuse homophobia.
LISTEN, which earned the Impact Campaign distinction, is a multi-dimensional campaign grounded in the belief that compassion and awareness are central elements to fighting the scourge of addiction. A partnership with Facing Addiction, LISTEN unites addiction-fighting resources with transformational video stories of individuals who have fought from nearly hopeless circumstances to become inspirations for those still struggling to find sobriety.
This video is just one in a series posted on heretolisten.com. A LISTEN special that aired across 11 Viacom networks has been viewed more than 2 million times and drove 38.1 million social impressions and more than 56,000 engagements across Facebook, Twitter and Instagram.
Debi Mazar, one of the stars of TV Land’s hit Younger, appeared alongside Niels Schuurmans, executive vice president of Viacom Velocity, to accept the award on the company’s behalf.
“I am so proud to see Viacom mobilize the voice and reach of its channels to take action in breaking down the shame and stigma around addiction and address it for what it is – a health issue,” Mazar said. “Media has the power to change hearts and minds. And LISTEN is doing that one story and conversation at a time.”
LISTEN also took top honors in the Branded Campaign for a TV Series or Special Programming category.
Logo earned a pair of honors. The network’s stirringTrailblazer Honors ceremony served as a tribute to victims of the Orlando nightclub massacre and took the Philanthropic/Human Rights Campaign category, while its Fill in the Blank push around Pride Month earned best Branded Campaign for a Digital or Mobile Platform.
BET Networks also took two categories. Its HBCU (historically black colleges and universities) Snapchat tour earned best Digital Media Campaign:
While the network’s understated Vote Your Voice spots earned top Hash Tag Promotion:
Viacom International Media Networks earned the last two honor, in the Public Service Announcement and Best Spot (30 Seconds or Less) categories, both for Nickelodeon’sTogether for Good collaboration with UNICEF, which works to protect disadvantaged children around the world.
From Comedy Central’s drunken reenactment of the Stonewall riots, to Nickelodeon’s normalizing portrayal of gay parents on kids’ television, to Logo’s feature of oppressed love in war-torn Iraq, Viacom was recently pinned with six GLAAD award nominations for the 28th annual ceremony.
The annual awards strive to, “recognize and honor various branches of the media for their outstanding representations of the lesbian, gay, bisexual and transgender (LGBT) community and the issues that affect their lives.”
Viacom’s core values of diversity and inclusion align well with GLAAD’s mission, as our networks advocate for LGBT equality both through their programming and via initiatives such as MTV’s Transgender Awareness Week campaign and Logo’s Trailblazer Honors. Several brands united behind the LGBT community in the immediate aftermath of last year’s Orlando nightclub massacre and beyond.
Check out Viacom’s nominees below and click here for a full 2017 GLAAD Media Awards nomination list.
In an effort to expel stigma and keep LGBT people from discriminating against one another, The Same Difference tells personal stories of the hypocrisy and division that exist in lesbian communities due to expectations and gender roles.
Viacom’s new West Coast headquarters opened last night in a raucous cascade of music and optimism, uniting the creative forces of eight major brands in a soaring, aspirational space at the heart of Hollywood.
“This new Hollywood facility reinforces our presence in the world’s entertainment capital, connecting us more deeply with the creative community and bringing inspiration for our employees, who help us deliver world-class entertainment and unforgettable stories to our audiences every day,” said Viacom President and CEO Bob Bakish. “We wanted to create a space that encourages collaboration, creativity and innovation, and gives creators and employees the tools they need to do their best work.”