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      Netflix Lures ‘Bridgerton’ Fans With Live Event: The Queen’s Ball

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      LOS ANGELES — The wisteria drips from the archway while classical music plays over the loudspeakers. Powder-wigged valets present champagne to guests who gaze at Empire-waist dresses, peer into a room filled with makeup and accessories or head to a stage for a quick oil portrait (actually a digital photo with a Regency England-esque filter).This is The Queen’s Ball: A Bridgerton Experience, an immersive, Instagram-ready confection held in the ballrooms of the Millennium Biltmore Hotel in downtown Los Angeles and tailor made for die-hard fans of the global Netflix hit. The 200 to 300 guests aren’t able to meet Regé-Jean Page, the breakout star of the first season of “Bridgerton,” who declined to return to the 19th-century drama. But they can bow before an actress doing her best impression of Queen Charlotte (right down to the haughty glare), learn a dance set to a string quartet version of Taylor Swift’s “Wildest Dreams,” participate in a Lady Whistledown scavenger hunt and possibly even be granted the coveted honor of being named the “diamond of the evening.”The 90-minute experience — which will open to the public on Thursday and run for at least two months before traveling to Washington, Chicago and Montreal — is Netflix’s most ambitious real-world event to date. (A similar version opened in London this month.) The streaming giant hopes it serves as a marketing tool for “Bridgerton” and appeals to the show’s primarily female fan base, which is often ignored when it comes to fan culture.Performers at the “Bridgerton” ball, which will travel to Washington, Chicago and Montreal after its Los Angeles run.Maggie Shannon for The New York TimesIt is also a bid to amplify the kind of water-cooler buzz that has been elusive for streaming shows. Since their episodes tend to be released in one batch, the week-to-week anticipation familiar to fans of traditional network television can be diluted.“This really goes towards my vision of what I’ve always wanted us to be able to do,” the “Bridgerton” creator Shonda Rhimes said in a Zoom interview from her home in New York, before bringing up two of her popular ABC dramas, “Grey’s Anatomy” and “Scandal.” “People who watched ‘Grey’s’ weren’t just watching ‘Grey’s’ on Thursday night — they were trying to find other ways to consume it. ‘Scandal’ was not a show that people watched on Thursday nights and then just didn’t talk about it the rest of the week.”In its 18th season, “Grey’s Anatomy” is still broadcast television’s No. 1 show in the critical 18-to-49-year-old demographic. “Scandal” ended in 2018 after seven seasons.“Being at Netflix allows us to take that desire for the fans and to create a thing where you’re allowing them to be part of the experience more than just on one night of the week or one hour a week,” added Ms. Rhimes, who recently renewed her lucrative Netflix deal for five more years, adding additional revenue streams like podcasts and video games.In addition to The Queen’s Ball, which costs between $49 and $99 to attend, Netflix has teamed up with Bloomingdale’s for a pop-up shop both online and at the flagship Manhattan store ($995 lilac Malone Souliers floral appliquéd pumps, anyone?). There is also a line of cosmetics from Pat McGrath, a British makeup artist whose makeup was used in the production of “Bridgerton”; a soundtrack featuring pop hits played by a string quartet; and a Netflix book club, whose March pick is “The Viscount Who Loved Me,” the second book in the series, by Julia Quinn, that serves as the show’s source material.“Bridgerton” tea for sale at the ball.Maggie Shannon for The New York TimesMakeup can be purchased, too.Maggie Shannon for The New York TimesTraditional Hollywood studios have been playing this game for a long time. For instance, the second that one of its shows or movies is a hit, Disney starts pumping out related products. But it is a relatively new strategy for Netflix. (The streamer did roll out “Squid Game” tracksuits in partnership with the South Korean brand Musinsa late last year, soon after the series took off.)Inside the World of “Bridgerton”The Netflix series, whose second season is out this March, infuses period-drama escapism with modern-day sensibilities.Sparkling Period Piece: The show is a Regency romance and society drama with unstuffy pop aesthetic, writes our television critic.The Secret Is Out: A big reveal in the first season put Nicola Coughlan at the center of the action. Here is what the star says about her new fame.Approach to Race: Departing from most period dramas, “Bridgerton” imagines a 19th-century Britain with Black royalty and aristocrats.Fashion Trends: The show has helped fuel the resurgence of period clothing, corsets included. And the costumes are only the beginning.Across the Pond: “Bridgerton,” which is filmed in Bath, is one of several productions made in Britain, drawn by the labor pool and tax incentives.In the past couple of years, Netflix has placed an emphasis on live, out-of-home experiences. First there was a Covid-conscious “Stranger Things” drive-through event in 2020, then an event where participants searched for a bank vault in a heist experience tied to the series “La Casa de Papel.” Recently, the company held a virtual reality event for Zack Snyder’s zombie film “Army of the Dead.”What does all this do for Netflix’s bottom line? The company says over one million people have attended its live events, a number it expects to increase significantly as long as Covid-19 remains on the wane.Netflix wouldn’t discuss the economics of the events, but Ted Sarandos, its co-chief executive, referred to the “Bridgerton” live experience on the company’s January earnings call as part of its efforts to create franchises out of “whole cloth.” He predicted that “fans will flock to and flood their social media feeds with” photos from The Queen’s Ball.Bela Bajaria, Netflix’s head of global TV, added in a recent interview, “I really love that we’re building these universes and doing these consumer products that are completely just so much about female fandom.”Organizers say demand for The Queen’s Ball in Los Angeles has been as manic as the early reception for “Bridgerton”: 88 percent of tickets had been bought two weeks before its opening.Michael Vorhaus, a longtime digital media consultant, said such events helped prolong interest in content that in the Netflix universe is consumed and discarded faster than a sparsely filled-out dance card.“It’s Harry Potter for adults,” he said of “Bridgerton.” “You’ve got eight books. And if the consumption numbers hold up, then presumably they will make all eight, and who knows beyond that? Every dollar they’re spending now building a community, every dollar that builds buzz for them, they’re getting paid off over eight seasons.”Jaqi Harris, left, and Sarah Durnesque, guests at the ball, reading the gossip in Lady Whistledown’s Society Papers.Maggie Shannon for The New York TimesPlus, with an audience that’s primarily women ages 18 to 45, Netflix is appealing to a group that is traditionally not courted as rabid consumers of pop culture.“It’s a very underserved fan base,” said Greg Lombardo, head of experiences at Netflix. “In this space there are not a lot of offerings out there that are really geared towards a female audience.”Indeed, it was a milestone when the cast of the first “Twilight” movie showed up at Comic-Con in 2008, introducing a new demographic to the predominantly male-skewed fan convention. “Fifty Shades of Grey” followed suit with an extensive line of merchandising. “Outlander” and “Downton Abbey” have also proved the purchasing power of a largely female fan base.“It’s not that revolutionary to suggest that women are enormous consumers of products, and when they are a fan of something, they are hard-core fans of something,” Ms Rhimes said. “I have known that for the 20-something years I’ve been doing my job. The difference here is that we are now in an era in which the people who create those universes are not strictly men.”But more often than not, big mainstream franchises are still primarily aimed toward young men, with spaces carved out for others to join, said Katherine Morrissey, a professor at Arizona State University who studies fan culture.“It seems like Netflix is very aware that the audience for ‘Bridgerton’ is not necessarily going to think of itself as a fandom in the way that we kind of stereotype fandoms,” she said. “They’re very aware that their consumers are going to be interested in similar things but are going to want them packaged in totally different ways. They’re not necessarily going to be self-identified like, ‘This is the thing I did at Comic-Con.’”The soapy, sexy romance novels seem perfect for Ms. Rhimes’s streaming ambitions. Each book focuses on a child of the Bridgerton family and the efforts to marry the child off successfully (i.e., for love) per the customs of early-19th-century England. Each features a self-contained story line — a dream for Ms. Rhimes, who has had to keep churning out plot twists for her long-running network shows. Now she can tell distinct stories, plus a spinoff season dedicated to Queen Charlotte, who was the wife of King George III and may have been England’s first Black queen, a character Ms. Rhimes has been obsessed with for years.Netflix has already greenlit Seasons 3 and 4 of “Bridgerton” and the Queen Charlotte spinoff, which will enter production shortly.“It’s an incredible gift,” said Betsy Beers, Ms. Rhimes longtime producing partner. “It really provides for an incredible fluidity of storytelling and also, economically, is very sensible on both the practical and production end.”It has also allowed for Netflix’s six-person live events team to adapt the “Bridgerton” experience for future seasons. (An anthropomorphized bumblebee makes a foreboding entrance in the new live show, something only the fans who have binged the whole second season will immediately understand.)“This really goes towards my vision of what I’ve always wanted us to be able to do,” said Shonda Rhimes, who created the Netflix hit.Maggie Shannon for The New York TimesBack at the Biltmore, once the guests have curtsied their way to an introduction to the queen and learned their dance moves, they are escorted into a larger ballroom for a dance performance between a handsome duke and a coquettish duchess. With a string quartet playing pop songs, the guests are then encouraged to join in the fun, while the queen evaluates them for their diamond potential. (With bars stationed strategically throughout the experience, Netflix realizes lowered inhibitions augment the event. Sixteen dollars gets you one of an array of cocktails, including the Whistledown & Dirty, which contains Absolut vodka, mint and San Pellegrino limonata.)From on high, over the quartet’s playing of Gloria Gaynor’s “I Will Survive,” bellows the voice of Lady Whistledown’s protégé, Lady Heartell, who was created for the ball: “I don’t know about all of you, but I got what I came for.”If Netflix has planned it correctly, the audience did, too. More

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      The Oscars Want Crowd-Pleasers, but Where Are the Crowds?

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      As contenders like “West Side Story” and “Belfast” struggle for audiences, can a blockbuster like “Spider-Man: No Way Home” swing into the Oscar race?After last year’s Oscar ceremony honored a group of small, challenging movies and tanked in the ratings, you can bet that this year, the academy is eager to nominate films that audiences can get excited about. Indeed, this year’s crop of awards movies includes several old-fashioned crowd-pleasers to choose from.There’s just one problem: The crowds are remaining stubbornly hypothetical.Just look at “Belfast.” The Kenneth Branagh-directed family drama, considered a top best-picture contender, has petered out with a domestic box office gross under $7 million. Best-picture winners usually hail from far more successful stock: Among recent winners, only last year’s “Nomadland” made less, and it was released at a time when vaccines were scarce and theaters were just barely beginning to reopen.“King Richard” hasn’t fared much better: Though it was released simultaneously on HBO Max, you’d still expect stronger box office results for an inspirational drama that stars Will Smith as the father of the tennis legends Venus and Serena Williams. Instead, “King Richard” has made just $14.7 million in North American theaters, the lowest gross for a Smith movie in decades.And then there’s Ridley Scott’s “The Last Duel,” which feels like it could have been the biggest hit of a bygone Oscar season. This medieval drama boasts huge stars (including Matt Damon, Adam Driver and Ben Affleck), weighty themes and top-tier production values. Now that it’s available on demand, not a day goes by without someone on my Twitter timeline discovering the film and announcing, “Hey, this is actually pretty good!” Maybe they’re surprised because “The Last Duel” famously bombed during its wide release in October, earning only $10.8 million domestically.Adam Driver, left, and Matt Damon in “The Last Duel,” which in a bygone era might have been the hit of Oscar season.Patrick Redmond/20th Century StudiosIt’s true that many of these Oscar contenders are aimed at older moviegoers, who have proved difficult to lure back to theaters during a prolonged pandemic. A smaller film like “Belfast” used to debut in a handful of cities, carefully building word of mouth with that core demographic as it expanded to new theaters every week. Now, distributors are so skittish about the absence of older audiences that many specialty films are shoved into hundreds of theaters right off the bat, expected to draw huge crowds from scratch.Still, the underwhelming performance of these movies can’t be blamed on older moviegoers alone. Over the past few weeks, “Spider-Man: No Way Home” has earned a staggering $621 million domestically, a total you simply can’t reach without every available demographic turning out in record numbers. If older adults are willing to go see “Spider-Man,” it becomes harder to make the argument that they can’t be wooed at all.Marvel’s rising tide, though, has not lifted any boats: Instead, every other title is drowning. Are audiences really so skittish about seeing the most acclaimed films of the year? Or have these movies simply struggled to make the case that they’re worth watching?I believe the latter issue bedeviled “West Side Story,” which seemed to have so much going for it when it debuted in December: Directed by Steven Spielberg, the movie received rapturous reviews and is adapted from one of the most famous stage musicals of all time. Though “West Side Story” was originally intended to come out last winter, Disney executives delayed this exhilarating film a full year, expecting a four-quadrant smash.They didn’t get it. “West Side Story” made just $10.5 million in its opening weekend and has struggled to reach $30 million in its first month of release. For a movie from Hollywood’s most reliable hitmaker, that is a disastrous result: You’d have to go all the way back to “Empire of the Sun” from 1987 to find a Spielberg movie that did this poorly, and that film didn’t cost north of $100 million, as “West Side Story” did.The usual suspects have come in for blame — the pandemic’s winter surge, the paucity of older moviegoers — but I lay this failure squarely at the feet of the marketing campaign, which missed crucial opportunities. The posters for this romantic musical were oddly grim, and the trailers and TV spots remained way too bashful about selling Spielberg, the movie’s biggest name. The trailers should have emphasized his iconic films like “E.T. the Extra-Terrestrial,” “Jurassic Park” and “Raiders of the Lost Ark,” positioning “West Side Story” as part of an impressive theatrical lineage: The obvious message being, “Those were events worth leaving the house for and this will be, too.”Tom Holland as Spider-Man. Will the box office success of his new film matter to Oscar voters?Sony PicturesUltimately, that may prove to be the most significant lesson of this awards season: If you can’t make your movie feel like a big event, people simply won’t go. It’s clear that the only film this winter that has really managed that feat is “Spider-Man: No Way Home,” and because its astonishing box office returns dwarf everything else in theaters, power players involved with the Marvel-Sony movie have begun making the case that it should be nominated for best picture.Does Spidey have a shot? I’m not so sure: Oscar voters have shown they’re willing to nominate a big blockbuster, but they prefer the kind of impeccably crafted tentpole that can compete in a host of categories: Think of “Black Panther,” which won Oscars for its score, production design and costumes; or “Mad Max: Fury Road,” which prevailed in just about every tech category it was nominated for. This year, “Dune” will be a major player in those below-the-line races, boosting its ultimate bid for best picture, but the flatly shot “Spider-Man: No Way Home” is more of a storytelling and scheduling feat than some sort of artistic stunner.Still, there’s no denying the movie’s huge box office success. If adult dramas continue to underperform as the pandemic sprawls into its third year, they may vanish from cinemas entirely, and the theatrical experience will simply become a high-end way to watch Marvel movies. The Oscars are supposed to forestall that sort of thing: They lend buzz to the smaller, artier films that desperately need it. But if all these nonfranchise crowd-pleasers can’t manage to entice people into theaters on their own, the movies have a bigger problem than just another low-rated Oscars show. More

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      in Music

      ‘Be Nice to Tourists’: New York’s Arts Scene Needs International Visitors

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      The United States now allows vaccinated international travelers into the country. It’s welcome news for arts institutions that lost revenue and cut jobs during the pandemic.When many readers in Toronto, London, Paris and Hong Kong open their newspapers on Monday, they will be greeted with a full-page advertisement from the Metropolitan Museum of Art in New York.“We reopened in August 2020, but have been missing one critical thing — you, our international visitors,” the ad will say. “The Met is only The Met when it is being enjoyed daily by visitors from around the world.”The unusual display — museum officials say they do not believe they have ever run a global marketing campaign of this scope aimed at visitors so far from their Fifth Avenue home — is a signal of the thirst among New York arts institutions for foreign visitors to return. American borders reopened to international tourists this week for the first time since the early months of 2020. Their return represents another milestone in New York’s reopening, and few sectors of the city’s economy are more of a draw to foreign travelers — or lean more heavily on them for revenue — than the arts.“It’s crucial that we recover this segment,” said Chris Heywood, a vice president for global communications at the city’s tourism agency, NYC & Company. “Arts and culture are going to lead our recovery. That is the backbone.”Indeed, billions of dollars and many thousands of jobs are at stake. Employment in New York City’s arts, entertainment and recreation sector plummeted by 66 percent from December 2019 to December 2020, according to a state report. Even as things reopen, and workers are hired back, challenges remain: The tourism agency forecasts that visitor spending in 2021 will be about $24 billion, roughly half of what was spent in 2019.Few sectors of the city’s economy are more of a draw to foreign travelers — or lean more heavily on them for revenue — than the arts.Angela Weiss/Agence France-Presse — Getty ImagesInternational visitors typically make up about a fifth of the city’s visitors, but they tend to stay longer and spend more than domestic visitors: what they spend accounts for roughly half of all tourism dollars.On Broadway, tourists from outside the United States comprise about 15 percent of the audience during a traditional season, said Charlotte St. Martin, the president of the Broadway League. (There is a reason that the website of “The Lion King” is lined with flags indicating where to click for translations of its sales pitch in French, German, Italian, Japanese, Korean, Portuguese, Chinese and Spanish.)The Metropolitan Opera said that international ticket sales have accounted for about 20 percent of total box office revenues during the last five seasons. And more than half of New York’s international visitors go visit an art gallery or museum during their trip, according to data from NYC & Company. One in four go to some kind of live performance when they are in the city — be it a concert, play, musical, a dance performance or opera.So New York has been missing them.“This is a big step forward,” said Victoria Bailey, the executive director of Theater Development Fund, the nonprofit organization that operates the TKTS booth, where about 70 percent of the tickets are bought by tourists and roughly half of those sales are to foreign travelers.Groups catering to tourists from overseas are gearing up. Broadway Inbound, a subsidiary of the Shubert Organization that is responsible for the wholesale distribution of show tickets, recently restarted a marketing program that helps highlight more than 20 partnering shows to group buyers, tour operators and the travel industry.The Metropolitan Museum of Art has moved some of its marketing dollars overseas in part because the it has hit something of a “ceiling” on attendance, Ken Weine, a spokesman for museum, said. Before the pandemic, international travelers accounted for about a third of the museum’s visitors; these days, the number of people who come to the museum daily is about half of what it was before March of 2020.The newspaper ad from the Metropolitan Museum of Art that will run in Toronto, London, Paris and Hong Kong. Museum officials say they do not believe they have ever run a marketing campaign of this scope aimed at visitors so far from their Fifth Avenue home.Metropolitan Museum of ArtMusicals like “The Phantom of the Opera,” which have leveraged the interest of tourists who want to see a long-running show that they are familiar with, have purposefully invested advertising dollars during this holiday season and placed their displays in high-traffic, touristy areas. That is why there is an imposing three-dimensional statue of the Phantom’s mask strategically plopped next to the TKTS booth and outdoor advertising for “Chicago” all over Times Square.Foreign travelers have not yet begun buying tickets to “Phantom” in material numbers, said Aaron Lustbader, the general manager of the show. But officials hope that will change soon.“Typically, January and February are two of the very weakest months of the year and this has certainly been true for ‘Phantom,’” he said. “Our hope is that due to pent-up demand of nearly two years and assuming it would take most people at least a few weeks to put together plans, that the city sees a far higher number of international tourists in these otherwise lean months.”Barry Weissler, a producer of “Chicago,” said the show typically partners with online travel sites to serve ads and try to spark the interest of inbound, foreign tourists ahead of their flights to New York.And for their part, tour operators and ticket vendors overseas say they have started to see their New York business bounce back — somewhat.Eric Lang, who runs an Amsterdam-based travel and information website that helps vacationers plan trips to New York, said his ticket sales in October were up to about 5 percent of normal. This month, sales are closer to 15 to 20 percent of what he had come to expect for this period, before the pandemic. “Growth from zero,” he said.Lee Burns, a product manager for AttractionTickets.com, which sells event tickets to people and travel agents in the United Kingdom, said he thought the timing of the American reopening might have come “a bit too late” to capitalize on the 2021 holiday season. So far, he said, his company’s New York sales are at only about 10 percent of what is normal for the holiday season.“People are booking now for next Thanksgiving and next Christmas,” he said. Nonetheless, he said he and his team are trying to figure out if there is any sort of deal they can offer for this Black Friday.Those who come to New York from overseas will need to navigate and adhere to the rules and vaccine requirements set by the state, the city and individual venues.They will find that many venues and presenters, including Broadway theaters, the Met Opera, the New York Philharmonic, Lincoln Center and Carnegie Hall, will admit travelers who show proof of having received one of the vaccines approved by W.H.O. — a list that includes AstraZeneca, Sinopharm and Sinovac, vaccines that have not been authorized for use in the United States.To help theatergoers prepare for their visit to “Come From Away,” the show recently released a health and safety video outlining what patrons should expect when they show up at the Gerald Schoenfeld Theater. An official with Broadway Inbound said it had touched base with the creators of the video to help ensure it would be educational to both domestic and foreign visitors.Heywood, meantime, had a plea for New Yorkers already here. “Be nice to tourists,” he said. “This is important.” More

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      in Television

      JoAnna Cameron, an Early Female Superhero on TV, Is Dead at 73

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      In addition to achieving Saturday morning fame as Isis, she was said to have appeared in more national television commercials than anyone in advertising history.JoAnna Cameron, who in the 1970s portrayed Isis, the first female character on television with superpowers, and appeared in more national network television commercials than anyone else, died on Oct. 15 in Oahu, Hawaii. She was 73. The cause was complications of a stroke, said Joanna Pang Atkins, who starred with Ms. Cameron on the Saturday morning children’s series “Isis.”Ms. Cameron, who broke into the movies in 1969 with a small part in a Bob Hope film, blazed a trail when she arrived on the small screen as Isis in September 1975, two months before Lynda Carter made her first appearance as Wonder Woman. “The Bionic Woman,” starring Lindsay Wagner, began in January 1976.“Isis” starred Ms. Cameron as Andrea Thomas, a high school science teacher who had acquired the powers of Isis, the Egyptian goddess of healing and magic. Running with the speed of a gazelle, flying like a falcon and displaying superhuman strength, she used her extraordinary powers to fight crime.The series ran on CBS from 1975 to 1977; reruns were later syndicated as “The Secrets of Isis.”Ms. Cameron’s other television roles included appearances on “Columbo,” “Marcus Welby, M.D.” and “The Bold Ones: The New Doctors.”A lithe brunette, she also received tremendous exposure as a television model for scores of commercial products. The Guinness Book of World Records said in 1979 that she had appeared in more than 100 commercials on network television, more than anyone else in advertising history.Advertisers spent more than $100 million “using JoAnna as the beauteous centerpiece of their commercials for cosmetics, shampoo, wine, beer, pantyhose and breath freshener,” TV Guide reported in 1979, adding that “she certainly has a face that can sell a product.”Ms. Cameron was outdoorsy and athletic, and she appeared in commercials skiing, scuba diving, piloting a jet, driving a racecar and romping through a field of flowers. She flew with the Blue Angels and worked to promote the United States Navy. But many of her other commercials were for personal products. In an ad for pantyhose, she struck a Mrs. Robinson-like pose. In a cigarette spot, she smoked. She also made a brief foray into directing commercials, but did not enjoy it.When she appeared on “The Merv Griffin Show,” Mr. Griffin said that if all her commercials were strung together, they would run for 150 hours, or six days of continuous viewing. He noted that advertisers said she had “the perfect face,” although he did not specify what that meant.When Mr. Griffin asked her if she felt pretty, she demurred. “Pretty,” she said, “comes from being healthy and feeling good about who you are and what you do.”Patricia Kara Cameron was born on Sept. 20, 1948, in Greeley, Colo., where her parents, Harold and Erna (Borgens) Cameron, operated a drive-in restaurant.She showed an interest in acting from an early age. While in high school, she worked with the Little Theater at Colorado State College, where she had a part in “A Midsummer Night’s Dream.”Moving to California in the 1960s, she worked part time at Disneyland as a tour guide. She was a winning contestant on “The Dating Game” and JoAnna finalist on the televised beauty pageant “The Dream Girl of 1967.”Her big break came when she became friends with Bob Hope’s daughter, Linda. Mr. Hope cast her in “How to Commit Marriage” (1969), a comedy in which he starred with Jackie Gleason and Jane Wyman.On Mr. Gleason’s advice, she dropped the name Patricia and started calling herself JoAnna Cameron, although her screen credits list her variously as Jo Anna Cameron, Joanna K. Cameron, Joanna Kara Cameron and Joanna Cameron.Her other movies included “Pretty Maids All in a Row” (1971) and “B.S. I Love You” (1971). She was under consideration for the role of Jenny Cavilleri in “Love Story” (1970), but it went to Ali MacGraw.After her last movie, in 1980, she moved permanently to Hawaii, where she had often visited. She lived a quiet and anonymous life there, a friend in Hawaii said by email, and few people knew about her Hollywood career or that she had starred in “Isis.”With a nursing degree she had earned in California, she turned to patient care, working in private facilities or patients’ homes and providing comfort and care — similar to hospice work.She also had a marketing degree, and she later became a marketer for two major hotels. Information about survivors was not immediately available.Asked in a 2002 interview for an “Isis” fan website if she had ever been afraid of being typecast by her role as Isis, she expressed no doubt.“Who’s afraid of being typecast as a superhero?” she responded. “If you have to be typecast, take superhero. Or Egyptian goddess.” More

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      Clint Eastwood Wins $6.1 Million CBD Lawsuit

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      The Academy Award-winning director accused a Lithuanian company of falsely claiming that he had endorsed CBD products.The actor Clint Eastwood and Garrapata, the company that owns the rights to his likeness, were awarded $6.1 million on Friday in a lawsuit they had filed against a Lithuanian company that was accused of using Mr. Eastwood’s image and likeness to make it appear as though he was endorsing their products.Last year, Mr. Eastwood filed two lawsuits in federal court in Los Angeles against three CBD manufacturers and marketers whose products were featured in an online article falsely claiming that he endorsed CBD products, as well as 10 online retailers who he accused of manipulating search results through meta tags. (CBD is cannabidiol, a nonintoxicating compound in the cannabis sativa plant.)According to the first lawsuit, the online article contained a fake interview with an outlet meant to resemble the “Today” show. It included a photo of Mr. Eastwood from an actual appearance on “Today,” as well as links to buy the items.“Mr. Eastwood has no connection of any kind whatsoever to any CBD products and never gave such an interview,” the court documents said.The judge, R. Gary Klausner of United States District Court for the Central District of California, entered a default judgment after Mediatonas UAB, the company that published a fabricated interview with Mr. Eastwood, failed to respond to a summons in March. Mr. Eastwood and Garrapata were then awarded $6 million based on the company’s unauthorized use of his name and likeness, along with about $95,000 in attorneys’ fees and a permanent injunction that blocks future use of his name and likeness.“In pursuing this case, and obtaining this judgment, Mr. Eastwood has again demonstrated a willingness to confront wrongdoing and hold accountable those who try to illegally profit off his name, likeness, and goodwill,” said Jordan Susman, a lawyer for Mr. Eastwood, in a statement.Mediatonas UAB could not be reached for comment.Mr. Eastwood, 91, who recently starred in and directed “Cry Macho,” has enjoyed a lengthy Hollywood career that has ranged from inhabiting tough-guy roles (“Dirty Harry”) to directing dramas like “Million Dollar Baby” (2004), which won best picture at the 2005 Academy Awards.The original complaint, filed in July 2020, named as defendants the companies whose products were being advertised in the article. In February, Mr. Eastwood’s lawyers filed an amended complaint against Mediatonas UAB, the company that owns the websites where the false stories appear.While the court agreed that Mr. Eastwood and Garrapata were entitled to damages for the unauthorized use of his name and likeness, it declined to grant their full request, which also accounted for defamation claims.“It requires additional context to understand what CBD products are and why a person like Clint Eastwood would not endorse a marijuana-based product,” the judge wrote, adding that the language used “was not libelous on its face.” More

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      Cliff Freeman, Adman Who Asked, ‘Where’s the Beef?,’ Dies at 80

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      His humorous touch was evident in commercials for Wendy’s, Little Caesars, Fox Sports and many other clients. “We have to win with wit,” he once said.Cliff Freeman, the award-winning copywriter and creative director behind many witty television commercials, most memorably the one for Wendy’s in which a gravelly-voiced old woman shouts, “Where’s the beef?,” at the sight of a puny hamburger patty in an oversized bun, died on Sept. 5 at his home in Manhattan. He was 80.The cause was pneumonia, his wife, Susan (Kellner) Freeman, said.In a career of nearly 40 years, Mr. Freeman’s antic sense of humor made brands stand out — first at the advertising agency Dancer Fitzgerald Sample and then, starting in 1987, at his own small agency, Cliff Freeman & Partners.“Cliff has consistently done some of the funniest, smartest ads on TV,” Jim Patterson, the chairman of J. Walter Thompson’s North American operations, told The Tampa Bay Times in 2005. Mr. Freeman’s work, he added, “is always fresh and original.”For the candy bars Almond Joy and Mounds, Mr. Freeman coined the song lyrics “Sometimes you feel like a nut/Sometimes you don’t.” For Little Caesars, he scripted (and voiced) the toga-clad Roman gnome who declares, “Pizza! Pizza!” and “Cheeser! Cheeser!”For Philips, Mr. Freeman’s “Time to change your light bulb” campaign featured a commercial in which a man inadvertently flirts with a burly workman in an elevator, instead of the beautiful woman he thought was beside him before the lights went out.And for Outpost.com, an online computer retailer looking to raise its profile, gerbils (not real ones) were fired from a cannon, aimed at the second “o” in an Outpost sign.“Almost all our clients are Davids up against Goliaths,” Mr. Freeman told New York magazine in 1993. “We have to win with wit.”From left, Elizabeth Shaw, Mildred Lane and Clara Peller in what was probably Mr. Freeman’s best-known commercial: the 1989 spot for Wendy’s in which Ms. Peller asks, “Where’s the beef?”Cliff Freeman and CompanyIn 1984, Wendy’s was looking to differentiate its burger, the modestly named Single, from McDonald’s Big Mac and Burger King’s Whopper. Research found that the Wendy’s Single patty was larger than the patties of the Big Mac and Whopper.Working with the director Joe Sedelmaier, Mr. Freeman created separate commercials, one with three old women and one with three old men, scrutinizing the fluffy hamburger bun before seeing the tiny patty inside. The breakout version was the one with the women, specifically the squawky octogenarian Clara Peller, who demands to know where the beef is.“It went viral globally before the term was coined,” Dan Dahlen, the former director of national advertising for Wendy’s International, said in a phone interview. “And as we got into the election, Walter Mondale turned to Gary Hart” — during a debate among candidates for the 1984 Democratic presidential nomination — “and asked, ‘Where’s the beef?’”Mr. Freeman was still at Dancer Fitzgerald a year later when he wrote another popular Wendy’s commercial, which promoted the chain’s breadth of food choices by parodying the lack of choices in Soviet society. In a faux Russian fashion show, a heavyset woman struts on a runway, modeling the same shapeless dress for day wear, evening wear (accessorized with a flashlight) and swimwear (with a beach ball).Mr. Freeman said it was his favorite ad, in part because of the response.“The entire Russian government protested it,” he told The Wall Street Journal in 2003. “How much more reaction can you get than that?”In 1985, Mr. Freeman wrote another popular Wendy’s commercial, which promoted the chain’s breadth of choices by parodying the lack of them in a faux Soviet fashion show. “The entire Russian government protested it,” he said proudly.Freeman and CompanyClifford Lee Freeman was born on Feb. 14, 1941, in Vicksburg, Miss., outside Jackson, and moved with his family to St. Petersburg, Fla., when he was 6. His father, James, and his mother, Lillian (Pennebaker) Freeman, owned a dairy business and motels.After graduating from Florida State University in 1963 with a bachelor’s degree in advertising, Mr. Freeman joined Liller Neal Battle & Lindsey, an Atlanta agency. He moved to McCann Erickson in 1968 and, two years later, to Dancer Fitzgerald, where he worked for 17 years.The Little Caesars pizza chain was one of the first accounts Mr. Freeman won after starting his own agency, and it remained a signature client for 11 years as it fought for market share against competitors like Pizza Hut and Domino’s.“Well, you know, pizza is a fun product,” Mr. Freeman told Luerzer’s Archive, an industry magazine, in a 1998 interview. “Everyone sits around and eats pizza together, so you’ve got to have fun when you advertise it. You certainly can’t treat it seriously.”One ad Mr. Freeman devised emphasized the stretchiness of pizza cheese, to slapstick effect (a baby goes on a wild ride in her high chair throughout the house while holding onto a slice). In another, a goofy worker for an unnamed rival chain tries to impress a customer by contorting a pizza box, origami-style, into the shape of a pterodactyl (underscoring its offering of just a pizza and a box, compared with Little Caesars’s two pizzas for one low price).Those commercials helped lift sales of Little Caesars 138 percent from 1988 to 1993. Nonetheless, after sales flattened and Little Caesars considered changing ad agencies, Mr. Freeman ended his firm’s association with the chain in 1998.Over the years, Mr. Freeman’s agency won many Clio Awards for advertising excellence. It won for commercials created for clients like Little Caesars, Philips and Outpost.com, and for a series of ads for Fox Sports’ National Hockey League coverage that demonstrated how basketball, bowling, billiards and golf would be better if they were played more physically, like hockey.Neal Tiles, a marketing executive for Fox Sports, told The New York Times in 1998 that it had chosen Mr. Freeman’s agency because it took “creative risks in a strategic way” on so many campaigns.But Cliff Freeman & Partners lasted only 11 more years. Amid a recession, executive turmoil and client departures, it shut down in 2009.In addition to his wife, Mr. Freeman is survived by his son, Scott; his sister, Chase McEwen; and his brother, Hunter. His marriage to Ann Angell ended in divorce.Mr. Freeman was well aware that markets like fast food were hypercompetitive, but he tried not to take his work too seriously; success, he maintained, often required a humorous touch.“I think when you’re slamming the competition, people find it kind of hard to take unless you do it in a way that is really fun,” he told Luerzer’s Archive. “Then they are able to accept it.” More

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      in Television

      How a TV Ad Enticed Broadway Crowds Right After 9/11

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      Rudy Giuliani was meant to appear; Elaine Stritch arrived just in time. Recalling the “I Love New York” spot that helped dispel the fear in Times Square.Following the Sept. 11 terrorist attacks, Broadway suspended performances for just two days, reopening on Sept. 13, 2001. But audiences were hesitant to return, and many shows performed to near-empty houses for weeks.To encourage attendance, the theater’s brightest stars — many in costume — gathered in a mostly deserted Times Square on Sept. 28 to perform the John Kander and Fred Ebb song “New York, New York.” (A studio recording session was held the day before to capture audio).Book ended by two of Broadway’s best-known voices, Bernadette Peters and Nathan Lane, the performance had the Phantom rubbing shoulders with the Beast, while “Lion King” puppets bobbed overhead. Brian Stokes Mitchell and Brooke Shields were there; so were the preteen urchins from “Les Miserables.”The footage was used for a 30-second commercial that ran on major television networks, as well as in movie theaters across the country. The goal of the ad, according to its director, Glenn Weiss: “I want people to not be afraid to come and see a show.”The week of the attacks, Broadway altogether grossed an anemic $185,490. After the commercial’s release, ticket sales steadily increased, and for the week of Nov. 11, shows brought in $470,845.Twenty years later, as Broadway braces for another nervous reopening, there are striking parallels to that morning in late September. Indeed, on Aug. 30, the industry set in motion its own post-pandemic marketing campaign, including a clip-filled video entitled “This is Broadway,” narrated by Oprah Winfrey.Here, those who were in front of the camera and behind the scenes for the 2001 ad reflect on the experience. These are edited excerpts from the conversation.JAN SVENDSEN FRIEDLANDER, then-marketing director of the Broadway League On the 12th, I did go to work. I went to the League offices and all these members — producers and theater owners and general managers — started coming. No one knew what to do. And then midday, the mayor’s office called and they said, “You’ve got to get Broadway reopened.” So we agreed to reopen on Thursday the 13th.Jan Svendsen Friedlander, the former marketing director of the Broadway League, with a poster signed by many of the participants in the Broadway-boosting 2001 commercial.Rozette Rago for The New York TimesRozette Rago for The New York TimesNATHAN LANE, performer Everybody was shaken by what happened. And people were concerned it might happen again. “The Producers” had opened and played through summer and then it was the fall. We went back on a Thursday, all because of [then Mayor] Rudy Giuliani — this is before he was a raging [expletive]. It felt wrong to be going back so quickly. And yet we were trying to do something positive.DREW HODGES, founder, SpotCo advertising agency Something like five days later we were back in the office and trying to figure out what to do. We had this idea of doing a TV commercial, getting everybody into Times Square. Barry Weissler, the “Chicago” producer, he was a friend. We went to him and said, “We have this idea, help us rock and roll it forward and get it to more powerful people.” And I believe he said, “I was thinking the same thing.”BARRY WEISSLER, producer We knew we wanted to sing “New York, New York.” What else? It was an idea that grew out of my meeting with Jed [Bernstein, former Broadway League president], saying we should bring the entire Broadway community together in one place to celebrate humanity — the tragedy aside, 9/11 aside. Let’s celebrate Broadway, humanity and life.BERNADETTE PETERS, performer Of course, New York was afraid. We were concerned: Is it going to happen again? But we just had to be brave and let people know that it was time to take back New York.JERRY MITCHELL, choreographer Drew Hodges called me and said, “We’re getting ready to do a commercial. We’re filming in Times Square. I’m going to get all the actors before their matinee. Will you choreograph it?” I said, “Absolutely, what do you need?” He sent me the song, and I had 12 dancers, I think, with me. I choreographed a little something for them that night. And the next morning, we met at the Booth Theater [functioning as a green room]. I went onstage, and there was the Broadway community, in costume, sitting in the audience.CHRIS BONEAU, publicist [Producers] were told, “We need two people to do this, and it has to be Nathan and Matthew [Broderick].” Or: “It can be three costumed characters, and these are the ones who we would like to get.” You got to hand it to the people who wrangled the whole thing. I mean, there were so many people behind the scenes who were doing every single thing they could to get this moment right, because you only had one shot at it.HODGES We were standing in Shubert Alley, waiting to go into the Booth while the shows filed in. And we heard this jangling sound, and we couldn’t figure out what it was. And it got louder and louder. And then around the corner came all the Rockettes. And they were in costume, in formation in one line, tap dancing, literally, across an empty Times Square.Faces in the crowd, from left: Tony Roberts, Peters, Betty Buckley, Joel Grey, Dick Cavett, Stritch and Cady Huffman.Sara Krulwich/The New York TimesJOEL GREY, performer Everybody you ever knew in the theater all of a sudden was there, shiny and bright and ready to take on the world. Theater people believe in dreams, so we were all dreamers saying, “Everything is going to be all right.” We all needed to tell a story.MITCHELL I was standing onstage [at the Booth] and said, “This is the choreography; everybody stand up.” I think I played the tape three times. And then as each group went to their place, I put an assistant with them. They took them out to the platform and started reviewing it. Then I went out front, and I climbed the George M. [Cohan] statue, and I was standing on the statue yelling at everybody over a megaphone.PETER GALLAGHER, performer I remember Jerry, he couldn’t have been a more embracing and vibrant life spirit. And, frankly, it was just really reassuring to see everybody — just to see a lot of people you had known or worked with.HODGES The last line is, and Nathan says it in the spot, “Come to New York and let’s go on with the show.” But it was supposed to be Giuliani.FRIEDLANDER We kept hearing, “He’s coming, he’s coming. Don’t let anybody go, he wants to be in it.” So while we were waiting, a lot of the restaurants in Times Square came running out, and they were handing [out] cases of water and croissants and pastries and sandwiches and drinks.GLENN WEISS, director Fire trucks were heading right past us. And literally every cast from every Broadway show stopped, turned and applauded. The people who get applause were giving applause, and it was for our first responders. That vision will stick with me forever.PETERS We had our passion and our power and our love for New York and what it represents. Everyone was there. Of course Elaine Stritch, my dear friend, she just made it at the last minute, because she always would run just a little late.HARVEY FIERSTEIN, performer We were told to wear anything we wanted except white. That was emphasized a bunch of times. So we were ready to shoot and a cab pulls up through the police line and out steps Stritch, all in white. And then of course, everybody’s already in place, so the only place she can possibly stand is dead center — in white.LANE She thought, I think because of the success of “The Producers,” I would be in the front row and that if she stood next to me, she would definitely be on camera. She said, “Oh, no, no, no, I’ll be right here next to Nathan.” That I remember was very amusing. And very typical of her.Nathan Lane recalled how Elaine Stritch jostled for a prime position at the shoot.Jesse Dittmar for The New York TimesWEISSLER A few performers, when we placed them, insisted on pushing through to the front. I’m not going to name names. So take a look at who’s in front. She was a dear friend.HODGES We had to plan where everybody stood, and it was a grid of 40 shows. So people like Susan Lucci and Alan Alda [both had previously been on Broadway] were in the front, as they did not have a show to stand with. And of course, they were recognizable.FRIEDLANDER The concept was always to start really small with Bernadette. Bernadette symbolizes Broadway. And then the idea was just to go wider and wider and wider, so that you see Times Square, and you see that there was life there.PETERS Although I started it and I’m the first voice, it’s all of us. That’s what was important. The feeling of the love between us made us all stronger.HODGES Every single person did it for not a penny, which is kind of miraculous.FRIEDLANDER Seth Popper [the League’s director of labor relations] was my counterpart; he managed to get all the unions to give us concessions, so that we could actually shoot this spot. In the real world, if we had tried to pay for that spot, it would have been millions of dollars.GREY It was impossible to not want to be a part of it, to be somehow part of the solution. God, who would believe that there even was a solution?GALLAGHER Fortunately, none of us are accustomed to certainty in any aspect of our lives. And so it’s the kind of pluck: We don’t stop performing in a show just because it doesn’t work, or it’s going to close. You don’t stop because there’s a threat. You just keep going. More

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      in Theater

      Broadway Theater Owners and Producers Start Campaign to Bring Back Locals

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      The trade association representing theater owners and producers gets an assist from Oprah Winfrey as it seeks to drive ticket sales beyond the buzzy September reopenings.Broadway producers and theater owners, concerned about whether fans are ready to return as dozens of shows prepare to start or resume performances, have banded together for an industrywide marketing campaign aimed at persuading Broadway’s core audience to purchase tickets.Gone are the days when the booming industry was focused on expanding its reach to tourists from China and Brazil. Now, as the longest shutdown in history nears an uncertain end, an anxious industry is more focused on bringing back fans from New Jersey and Connecticut.On Monday, the Broadway League will begin a “This Is Broadway” campaign that it plans to roll out on screens not only across the five boroughs — at subway and bus stations, in taxis and Wi-Fi kiosks, and on a giant electronic cube in Times Square — but also through social and news media platforms with a broader geographic reach, including YouTube, Facebook, Hulu, Condé Nast, CNN, The New York Times and more. The campaign, aimed squarely at people from the East Coast who before the pandemic enjoyed seeing Broadway shows, seeks to serve as a reminder of all that Broadway offers.The campaign is anchored by a 2.5 minute video, featuring snippets of 99 shows, such as “A Chorus Line” and “Hamilton,” and narration by Oprah Winfrey. The spots will be excerpted in 30 second, 15 second and 6 second digital ads.The marketing material points consumers to a new website, thisisbroadway.org, that features, describes and links to sales sites for every Broadway show that will be onstage this season; two shows, “Springsteen on Broadway” and “Pass Over,” are already running, and 15 more plan to start performances in September. The site also features recommendations based on user interests, and information about safety protocols (all shows are requiring that patrons be vaccinated and masked).“The goal is to let the world know we’re back, and, specifically, to drive ticket sales for the first six months from the Northeast corridor and the Eastern Seaboard, which is where we believe is our best opportunity to put people in seats,” said Charlotte St. Martin, the president of the Broadway League, which is a trade association representing theater owners and producers. The League has set aside $1.5 million for the campaign, but says that the campaign will have a broader reach, which they estimate will be worth more than $3 million in advertising value, thanks to discounted ad rates and support from other organizations.The campaign is unusual for Broadway because individual shows usually do their own marketing. But this is an unusual time, when concerns about the Delta variant have made an already precarious reopening seem even more risky. The League, citing the atypical nature of this season, says it will not disclose box office grosses, but St. Martin said the industry’s September sales are strong..css-1xzcza9{list-style-type:disc;padding-inline-start:1em;}.css-3btd0c{font-family:nyt-franklin,helvetica,arial,sans-serif;font-size:1rem;line-height:1.375rem;color:#333;margin-bottom:0.78125rem;}@media (min-width:740px){.css-3btd0c{font-size:1.0625rem;line-height:1.5rem;margin-bottom:0.9375rem;}}.css-3btd0c strong{font-weight:600;}.css-3btd0c em{font-style:italic;}.css-w739ur{margin:0 auto 5px;font-family:nyt-franklin,helvetica,arial,sans-serif;font-weight:700;font-size:1.125rem;line-height:1.3125rem;color:#121212;}#NYT_BELOW_MAIN_CONTENT_REGION .css-w739ur{font-family:nyt-cheltenham,georgia,’times new roman’,times,serif;font-weight:700;font-size:1.375rem;line-height:1.625rem;}@media (min-width:740px){#NYT_BELOW_MAIN_CONTENT_REGION .css-w739ur{font-size:1.6875rem;line-height:1.875rem;}}@media (min-width:740px){.css-w739ur{font-size:1.25rem;line-height:1.4375rem;}}.css-9s9ecg{margin-bottom:15px;}.css-uf1ume{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-box-pack:justify;-webkit-justify-content:space-between;-ms-flex-pack:justify;justify-content:space-between;}.css-wxi1cx{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:column;-ms-flex-direction:column;flex-direction:column;-webkit-align-self:flex-end;-ms-flex-item-align:end;align-self:flex-end;}.css-12vbvwq{background-color:white;border:1px solid #e2e2e2;width:calc(100% – 40px);max-width:600px;margin:1.5rem auto 1.9rem;padding:15px;box-sizing:border-box;}@media (min-width:740px){.css-12vbvwq{padding:20px;width:100%;}}.css-12vbvwq:focus{outline:1px solid #e2e2e2;}#NYT_BELOW_MAIN_CONTENT_REGION .css-12vbvwq{border:none;padding:10px 0 0;border-top:2px solid #121212;}.css-12vbvwq[data-truncated] .css-rdoyk0{-webkit-transform:rotate(0deg);-ms-transform:rotate(0deg);transform:rotate(0deg);}.css-12vbvwq[data-truncated] .css-eb027h{max-height:300px;overflow:hidden;-webkit-transition:none;transition:none;}.css-12vbvwq[data-truncated] .css-5gimkt:after{content:’See more’;}.css-12vbvwq[data-truncated] .css-6mllg9{opacity:1;}.css-qjk116{margin:0 auto;overflow:hidden;}.css-qjk116 strong{font-weight:700;}.css-qjk116 em{font-style:italic;}.css-qjk116 a{color:#326891;-webkit-text-decoration:underline;text-decoration:underline;text-underline-offset:1px;-webkit-text-decoration-thickness:1px;text-decoration-thickness:1px;-webkit-text-decoration-color:#326891;text-decoration-color:#326891;}.css-qjk116 a:visited{color:#326891;-webkit-text-decoration-color:#326891;text-decoration-color:#326891;}.css-qjk116 a:hover{-webkit-text-decoration:none;text-decoration:none;}“There will be shows, as there always are, that don’t do well, and I’m sure they’ll blame it on the pandemic,” St. Martin said. “But I’m very encouraged.”Theater owners agreed to pool consumer data from a period of five years, including 17 million ticket sales in the Northeast, to improve the campaign’s targeting, and multiple unions agreed to allow the use of archival video for advertising. Collectively the spots feature 113 shows, 735 performers, and one dog (Sandy, from “Annie,” of course).In addition to the video, the campaign will call attention to the industry in other ways as well. On Aug. 30, the Empire State Building will be lit up to celebrate Broadway’s reopening. In collaboration with Audience Rewards, there will be a contest in which one person can win four tickets to all 38 shows now on sale. And, in collaboration with Playbill, there will be a mid-September festival and concert in Times Square.The League has been determined since the start of the Broadway shutdown in March 2020 to find a way to promote Broadway as it returns, but the focus of the campaign has shifted as the Delta variant has rattled consumers.“The hypothesis had been that the core audience is going to come back, and we should focus on the casual theatergoer,” said Andrew Lazzaro, a consultant who helped design the campaign for the Broadway League. “But over the course of the summer, as the Delta variant took hold, positions changed — a lot of our data started to suggest that the core audience wasn’t coming back at the level we needed, and we were able to pivot.”Lazzaro said their strategy is primarily aimed at a million people living between Maine and Virginia who, before the pandemic, were reliable theatergoers, interested in seeing what’s new on Broadway, and accounting for a disproportionate share of ticket sales, but who now may need a bit of encouragement to resume the habit.The campaign is scheduled to run through the end of the year. It overlaps with a $30 million promotional campaign by the city’s tourism agency to lure visitors back to New York City. More