Tuesday, September 24, 2019

Bright 2's future not 2 Bright

One of my little blogger's quirks is to make make mental notes of promised developments in stories I'm following, and to Google them from time to time to see if anything has come of them. One of these stories that caught my eye was the too-good-to-be-true roof tiles from Elon Musk. It took a while but that one finally took an interesting turn.

Another big story that suddenly got very quiet was the sequel to the Netflix film Bright. The company announced that it had been a tremendous success, bringing in unprecedented numbers. Bright 2 was announced almost immediately.

Say what you will about Netflix, it's a company that can move quickly when it wants to, and it really wanted a blockbuster franchise, so you would expect an aggressive production schedule. Instead, there were various delays and rescheduling, all handled with an uncharacteristic lack of fanfare from a company that spends billions on marketing and publicity.

And then this.
As it turns out, production was actually slated to take place earlier this year, it just had to get to delayed due to Smith's perennially packed schedule. Lucy Fry, who starred in the first Bright as the magical Tikka, spoke to ComicBook.com this week ahead of her new TV series, Godfather of Harlem, and explained why Bright 2 has been on the back burner.

"We were going to do it this year, and then it didn't happen because of Will's schedule," Fry told us. "And I really hope they do another one because I had so much fun making that movie. So, I just hope we get to do it again."

So does that mean it will be rescheduled soon, or is Bright 2 going to be sent to production hell for the foreseeable future? We asked Fry what was in store for Bright 2 going forward and, for now, she's just as in the dark as the rest of us.

"No, I don't know," she said. "I'm sorry! I wish I did know."

When they stop even pretending to want to reschedule, that's a bad sign.

When you look at Netflix's content catalog, things they own rather than merely license for the next 2 to 7 years, you see that it is awfully thin, particularly in the absolutely essential areas of children's programming where their slate of Originals consist almost entirely other people's properties, shows with legs and lots of episodes like friends, and big blockbuster franchises. Of these three, the franchises are probably the least important in terms of bottom line but  arguably the most important in terms of perceived success.

Given this, if Netflix actually believed that the Bright franchise was their chance to fill in that hole in their catalog and to reassure investors that the loss of Star Wars and the Marvel Cinematic Universe wasn't going to be a problem, the company would be doing everything in its power to get this next film out as soon as possible, and when a company is spending 10 to 15 billion dollars annually on content and another billion plus on marketing, they can do a hell of a lot.

It's true that Will Smith is a big and busy star, but he is no more big or busy than he was a few years ago, particularly after dropping out of Suicide Squad. If he and Netflix believed this franchise was really going to be that big, they probably would have gotten it done by now, it certainly wouldn't be hanging in the I-don't-know-we'll-see limbo where it currently resides.

Does that mean that Netflix lied about the viewership numbers for the first installment? Probably not though it's a possibility we should always consider. Far more likely that they were selective in the numbers they presented. Hit is not a concept that can be measured with a scalar, especially not in this context. Did people seek out the show or simply go along with the autoplay? What was the impact on churn? What about repeat viewings?  Did people show a preference for this show over other similar programs on the service?

With a major star, a massive marketing budget, and a pricing system where existing members pay no additional charge to see the movie while new members get the first month free, it is not difficult to rack up huge initial viewership numbers. Other numbers matter much more, and the people who have seen those don't seem all that eager to push ahead with this project.

Why should you care? In terms of the film itself, you probably shouldn't. But when dealing with unicorn companies, it's always good to question the official narratives.

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