It’s official: The Moon Person has landed on East Coast soil. On April 17, New York City officials and MTV celebrated the return of the MTV VMAs to New York’s Radio City Music Hall—home of the inaugural VMA ceremony in 1984.
A symbolic “moon landing” was held on Manhattan’s Avenue of the America’s under the venue’s marquee to commemorate the reunion of MTV and NYC.
Mayor’s Office of Media and Entertainment Commissioner Julie Menin today joined the iconic VMA Moon Person; Bruce Gillmer, Global Head of Music/Talent, Co-Brand Lead, MTV International; and Darren Pfeffer, Executive Vice President of MSG live, to announce the location of the 2018 VMAs. (Photo by Dia Dipasupil/Getty Images for MTV)
“New York City’s creative energy has always fueled those who live and work here. This is where music, film, and art collide and where the Video Music Awards were born,” said New York City Mayor Bill de Blasio. “There is no better place to host the MTV VMAs than in New York City at one of the most iconic venues in the world.”
In the last week, Paramount Pictures’ A Quiet Place won the domestic box office and MTV’s Jersey Shore Family Vacation rolled to the strongest unscripted cable debut in six years. The efforts provide commercial evidence of Viacom’s ongoing transformation – fueled by wide-ranging creative investments in talent, programming, and marketing.
The chart-topping numbers are especially encouraging in a media environment of ever-more-elusive audiences. The divergent paths to success of these two properties – A Quiet Place delivering something novel by elevating a horror story to a genre-busting blockbuster that appeals to all audiences, Jersey Shore Family Vacation building on MTV’s deep well of intellectual property to connect with its core demographic – underscore the way in which a creative renaissance is driving Viacom’s growth.
Marketing a near-silent film in an era of loud
Making a bet on the film’s potential playability, Paramount unveiled A Quiet Place at SXSW to great response. The highly original film immediately started compiling incredibly strong reviews. A clever marketing campaign then helped launch A Quiet Place to a $50.3 million opening weekend, good for the second-best domestic opening of 2018 (behind Black Panther). With a $17 million budget, the Platinum Dunes-produced and John Krasinski-directed film is a validation of Paramount’s reoriented slate and refreshed marketing approach under CEO Jim Gianopulos, who joined the studio last year.
“An innovative concept, with great talent both behind the camera and in front, and a savvy distribution and marketing plan led to Paramount’s biggest opening since 2016,” wrote Viacom CEO Bob Bakish in a staff memo about the film’s success.
Building strong relationships with talent has become a particular focus for Viacom under Bakish, and Krasinski, who will produce and star in the Paramount Television-produced Jack Ryan for Amazon and co-created Paramount Network’s hit show Lip Sync Battle, demonstrates the enormous cross-brand potential that forming such deep relationships can yield.
A Quiet Place’s unique storyline – featuring a family tiptoeing through a post-apocalyptic world infested with insectoid monsters that will devour anyone who makes a sound – created an opportunity for Paramount to execute an equally original pre-release marketing plan. They delivered: moviegoers in nearly 100 theater chains caught the sonically attuned monsters devouring noisy spectators in pre-show spots, with the stern warning that “the movie theater should be A Quiet Place.” A pre-Super Bowl ad, a launch of the second trailer on Ellen, and a kick-off spot and accompanying stunts at the SXSW Film Festival primed diverse audiences for the film’s release.
“Paramount’s reconstituted management team is focused on allowing great filmmakers to make great movies, and then doing everything we can to support those movies,” said Paramount Pictures Chairman and CEO Jim Gianopulos. “In A Quiet Place, we did exactly that: We gave a talented young director license to put together something unlike anything else out there, and then threw our marketing and distribution expertise behind the project.”
Tapping an iconic property to connect with a core audience
Jersey Shore Family Vacation had less work to do in the name-recognition department, as its iconic predecessor, Jersey Shore, had long ago etched its cast into the cultural conversation. The unknown was whether this fist-pumping bunch, six years older and reunited in the beaches and bars of Miami, would still connect with audiences.
It did. The show’s nearly 10 million total viewers and 4.2 average rating in the core 18-34 demo on live-plus-three-days metrics made Jersey Shore Family Vacation the most-watched unscripted debut on U.S. cable since 2012. The original Jersey Shore had ignited a global franchise – with spin-offs in the UK, Spain, Poland and Mexico, plus the recently launched hit Floribama Shorein the U.S – and the cast’s return resonated globally, with the premiere airing in nearly 180 countries and territories.
The strong ratings complemented a seven-hour trending run on Twitter and acted as an emphatic endorsement of MTV’s revamped creative direction under President Chris McCarthy. Under his leadership, the network has grown ratings for three consecutive quarters for the first time in seven years behind a blend of revitalized franchises, returning classics and original programs.
“MTV is about celebrating youth culture and music where talent and creativity unite to produce content that resonates across generations,” said McCarthy, who also oversees VH1 and Logo. “Jersey Shore Family Vacation and the new Floribama Shore demonstrate how MTV can harness our heritage to create programming that appeals to a mass audience while serving as a great launching pad for our new series.”
Viacom has locked in 14 Daytime Emmy Awards nominations across three brands, underscoring the company’s appeal across dayparts and demographics.
Top kids’ brand Nickelodeon scored a dozen nominations, including one for Outstanding Children’s Animated Series (SpongeBob SquarePants), and three for Outstanding Daytime Promotional Announcement Brand Image Campaign. Logo TV and MTV each earned one nomination.
Check out this video created by Viacom Catalyst for the full list of Viacom Daytime Emmy nominees:
The 45th annual Daytime Emmy Awards will take place at the Pasadena Civic Auditorium on April 29, 2018. Scroll through the 14 Viacom nominees below, and view the full list here.
Tomorrow, students will lead an extraordinary protest against gun violence and for improved gun safety, a March For Our Lives through the streets of Washington, D.C. and hundreds of other communities across the world. This youth community, marshaled in the wake of the Feb. 14 massacre in Parkland, Florida, will demand solutions to end the scourge of gun violence and school shootings in America.
Viacom proudly supports these students. On the streets, on the airwaves, on social media and on mobile devices and on every platform that its brands reach, Viacom will amplify these students’ message and their voice, will stand with them as they speak up to unambiguously state that their lives and their safety matter.
Viacom’s wide-ranging support for this student-led movement began in earnest last Wednesday, March 14, when all Viacom networks went dark for the 17 minutes of the National School Walkout, a mass coordinated effort to denounce the inaction and indifference that have accompanied the stubborn persistence of gun violence.
Most Viacom networks went dark during the 17 minutes of the National School Walkout on March 14, displaying this message of solidarity in place of regular programming.
Here’s a deeper look at how Viacom’s brands will be supporting the March For Our Lives:
Seventeen people lost their lives in the Parkland shooting. More than 17 young people die* from gun violence every day in America.
On Saturday, MTV, in partnership with the NAACP and local youth organizations, will send 17 buses of young people from Atlanta, Baltimore, Chicago, New York City, and other communities suffering from intractable gun violence. The network will complement this on-the-streets effort with live MTV News and Social coverage.
MTV will have plenty of help to bolster the message: singer-songwriter Vic Mensa will take control of the network’s Instagram Stories account, while Jennifer Lopez, Jimmy Fallon, The Roots, Pusha T, Halsey, Carmelo Anthony and Chloe x Halle will deliver messages of support and encouragement to the marchers.
“Once again young people are at the forefront of driving change,” said Chris McCarthy, President of MTV. Referring to a national network-led study** conducted post-Parkland to analyze teen’s reactions to gun violence, McCarthy continued, “Today’s study revealed an overwhelming 75 percent of teens polled are ‘not going to wait until they are adults to make real political change,’ and MTV is proud to amplify this youth-led activism.”
The MTV study also revealed that 69 percent of teenagers are angry that the government isn’t doing enough to prevent gun violence, and 74 percent believe adults are underestimating young people’s political power.
The main players in Comedy Central’s bustling late-night universe have been demonstrating their support for the students from a variety of different angles. Last night, Comedy Central’s The Opposition w/ Jordan Klepper traveled to Maryland to host U.S. Senator Cory Booker (D-NJ), before an audience of teens, many of whom plan to march tomorrow.
“Change has never in history come from Washington,” Booker said, “it has come to Washington.”
The Opposition Chaperones Democracy: Kids Just Wanna Take Guns also transported viewers into a Baltimore high school, where correspondent Kobi Libii interviewed students who are frustrated and fed up with local gun violence:
Earlier today, Comedy Central released a clip of Trevor Noah discussing the march and the shooting’s aftermath with five students from Marjory Stoneman Douglas High School, where the Parkland shooting occurred.
When The Jim Jefferies Show returns to Comedy Central next Tuesday, the show will broadcast a segment filmed on the ground at the San Diego March For Our Lives rally. Jefferies, who is entering his second season hosting the show, is a long-time champion of reforms to curb gun violence.
From iconic award shows to hilarious late-night programming, from fun kids’ polls to incisive cultural exposés, Viacom’s properties echo across the social media universe. The breadth of this digital-social footprint is on display in the 47 Viacom finalists for this year’s Shorty Awards, an annual celebration of the best in social media.
Paramount Network, Viacom’s newest U.S. channel, debuted strong with a pair of nominations, while Nickelodeon (five nominations), TV Land (three), and Comedy Central (two) also appear in multiple categories. Viacom’s International Media Networks check in with three nominations for their work around the MTV EMAs, while Paramount Pictures, VH1, and Spike (which Paramount Network replaced in the U.S.) each earned one. Viacom itself earned two nominations for the debut of its Hype & Influence series, a video exploring America’s relationship with hip-hop and black culture.
A full list of Viacom’s finalists is below, along with links to details about each nomination and a selection of work.
February 27, 2018 – Parkland, Florida, United States: Volunteers hang banners, including this one reading “Stay strong, Stoneman Douglas, we’re with you,” around the perimeter of Marjory Stoneman Douglas high school to welcome back students who returned to school on Feb. 28, two weeks after the mass shooting that killed 17 students and staff. (Susan Stocker/SF Sun Sentinel/Polaris)
In the weeks since a gunman claimed 17 lives at Marjory Stoneman Douglas High School in Parkland, Florida, courageous young people have marched and raised their voices to demand action on gun violence in the United States.
Viacom and its brands have a long history of supporting young people’s movements around the world, and today the company is extending that tradition by leveraging its substantial multi-platform footprint to support these extraordinary individuals and amplify the reach and impact of their activism.
In addition, Shari Redstone, Vice Chair of Viacom’s Board, is personally championing the work of the student activists, contributing time and resources, including a $500,000 donation, to the March For Our Lives movement.
“This generation continues to be the driving force for change,” said Viacom Executive Vice President of Global Inclusion Marva Smalls. “With more than 17 young people dying from gun violence every single day, unfortunately no community is safe. We believe it’s critical to support the inspiring efforts of our youth, who are literally fighting for their lives. Viacom also has a responsibility to our audiences to do everything we can to elevate the many brave and bold activists to help them extend the reach and impact of their voices in this important movement.”
Here’s a sampling of the initiatives that Viacom brands have planned for the weeks ahead:
A pause to remember the victims
At 10 a.m. on Wednesday, March 14, all Viacom networks and platforms will suspend regularly scheduled programming for 17 minutes. This pause will coincide with the National School Walkout, a tribute to the 17 lives lost in the Parkland shooting, and to all young victims of gun violence. Students across the country will take over MTV’s social media accounts during the walkout.
The power of Viacom’s united brands support a march on Washington
Viacom’s brands will drive awareness of March For Our Lives through extensive on-air and digital coverage, as well as on-the-ground initiatives, leading up to the March For Our Lives demonstration in Washington, D.C. on March 24. MTV and Comedy Central will change the color of their logos to orange – in support of gun violence awareness – for the 10 days leading up to the event. The Daily Show with Trevor Noah plans to continue its ongoing coverage of the growing anti-gun violence movement in the country. So will The Opposition w/ Jordan Klepper, which will build on its recent interviews with students from Marjory Stoneman Douglas High School as well as educators and former military officials on arming teachers, and the 2017 special he produced, Jordan Klepper Solves Guns. Paramount Network will capture powerful first-person accounts for its pro-social initiative. Nickelodeon’s Kids’ Choice Awards, which airs that night, will acknowledge the march for its audience of millions.
Supporting efforts to reduce gun violence
Viacom networks have begun an array of ongoing initiatives aimed at curbing gun violence over the long term. For example, MTV has set up a website where people can learn how to take further action, BET will award DISARM pop-up grants to youth activists with innovative ideas about addressing gun violence and mental health issues, and CMT will work with the country music industry on its efforts to support gun safety.
Joining gun safety leaders to drive change
Viacom is partnering with organizations across the spectrum to develop gun safety-related projects for Viacommunity Day, Viacom’s annual day of community service, on April 20.
Get Schooled expands its curriculum
Get Schooled, an organization founded through a partnership between Viacom and the Bill & Melinda Gates Foundation, will expand its efforts to educate young people on the actions they can take to participate in the national discussion.
The World Economic Forum is concerned that, if nothing changes, full global gender parity is likely 217 years away.
Viacom thinks that we should start closing that gap today.
Today, March 8, is a good day for it: it’s International Women’s Day (IWD), an annual celebration of change-makers fighting for gender equality. Viacom, along with other media companies, nonprofit organizations, charities, politicians, entrepreneurs and activists around the globe, will celebrate women in a tradition dating back to the suffrage movements of the early 20th century.
Remember when @AliciaKeys said her mum taught her to be a strong woman at the @VH1 Dear Mama? 👏
Today, Viacom brands, talent and executives will spread a message of equality and social activism through the company’s global platforms, through a series of fan and employee events, and through support for larger movements lending a megaphone to women’s collective voice.
Here’s the breakdown on how Viacom will promote International Women’s Day:
Take a look at the first vignette, a feature film trailer highlighting a female engineer using her technological dexterity to prevent a world crisis. The vignette ends with that young girl sitting in science class, daydreaming about these future heroics.
“Portraying a strong female character isn’t rocket science,” announces the narrator.
This spot is part of the Association of National Advertisers’ ongoing #SeeHer initiative, of which Viacom is a leading partner. The goal is to accurately portray women and girls in media and advertising by 2020 (100 years after women’s suffrage passed in the United States).
Using the tagline “If you see her, you can be her,” the #SeeHer movement employs two of the world’s most pervasive industries – advertising and media – to illustrate the extraordinary things that women are doing every day.
The MTV Movie & TV Awards continue to forge a path of diversity, inclusion and all-around awesomeness. Last year, the network tentpole revamped its award parameters, doing away with gendered categories and doling out buckets of golden popcorn to those who helped produce the best of film, television and digital media.
Haddish is pumped, to say the least. The star shared a video with her 1.8 million Instagram followers to announce the news. “It’s gonna be off the chain,” said Haddish. “Because you know why? I’m hosting! And you know what that means ― it’s gonna be hilarious.”
MTV’s ratings continue to grow at a torrid pace behind a programming resurgence that has revived beloved franchises and ignited new ones. As the net celebrates nine consecutive months of year-over-year primetime ratings growth – its longest streak in 18 years – MTV is keeping the programming fires stoked by announcing that the forthcoming Jersey Shore Family Vacation will reunite the original crew for not just a single season, but a second one as well.
The show’s April 5 debut follows a domestic reintroduction to the enormously popular Shore franchise in the form of hit Floribama Shore, which landed as MTV’s highest-rated series premiere in more than three years. Last night, the net also debuted a spin-off of sorts, Winter Break: Hunter Mountain, a mountain- and snow-bound reskin of the beachside Jersey barhoppers executive produced by Shore developer SallyAnn Salsano.
Building upon the significant Shore archive, MTV will broadcast four Road to Vacation specials that cut the most unforgettable Jersey Shore footage with new cast interviews. The first throwback will debut March 15, with a new edition airing every Thursday leading up to the show’s premiere.