Netflix’s last-minute decision to pivot to a virtual upfront presentation is being viewed as a “rookie move” by ad leaders.
The streamer sent a note to clients last night informing them that it will no longer be hosting an in-person event as planned at New York’s Paris Theater. Instead, its first upfront dog-and-pony show will be virtual, with no celebrity talent in attendance.
The switch comes amid the Writers’ Guild of America strike, with one source with knowledge of the situation saying the decision to go virtual was a result of concerns from New York City’s police department for pedestrian safety due to planned protests associated with the strike.
But it doesn’t appear other network groups with plans to make upfront pitches to advertisers next week have the same concerns.