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Quibi launches Hollywood ‘on the go’ streaming in the middle of the lock

 


Los Angeles (AFP) – Quibi, the multi-billion dollar streaming platform launched on Monday, bet it can transform entertainment with short Hollywood-quality clips to watch “on the go” – even if much of the world is trapped house.

Legends and stars of the industry, from Steven Spielberg and Guillermo del Toro to Jennifer Lopez and Reese Witherspoon, have aligned themselves to make films and shows for the service intended for young people and only on smartphones.

Taking advantage of the boom in mobile video viewing, all content will be delivered in clips of no more than 10 minutes – or “quick bites”. Each broadcast must be made in horizontal and vertical formats, automatically switching between the two when viewers turn their phones.

But Quibi’s plans were laid out long before the coronavirus pandemic spawned home orders for billions of people around the world – meaning no one knows exactly how to measure success in the coming months, a his CEO told AFP.

“Honestly, we don’t know because we are launching in an unprecedented time,” said Meg Whitman, who previously ran eBay. “I don’t think any of us have ever seen anything like it.”

Although probably fewer people watch now during daily commutes or coffee breaks, self-isolation could trigger its own need for quick distractions, say Quibi executives.

“People still have intermediate moments – it’s just different,” said Whitman. Such a moment, she suggested, could occur when an exhausted parent takes a break from home schooling.

“I live with Zoom calls all day,” she said, referring to popular meeting software. “But from time to time, I have 10 or 15 minutes between Zoom calls (and) I watch a Quibi.”

– ‘A little crazy’ –

Terrific programming – 50 programs at launch, with 175 originals in the first year – helped Quibi’s decision to stick with its long-standing April 6 launch, said Whitman.

Big Hollywood names have committed to working with Quibi through its founder, Jeffrey Katzenberg, an imposing figure from Tinseltown who has run Disney Studios for a decade and co-founded DreamWorks.

“We had enough content in the bank,” said Whitman.

Launch movies such as the psychological thriller “Survive” – ​​with Sophie Turner, a former student of “Game of Thrones”, and the “most dangerous game” by Liam Hemsworth, are expected to attract early subscribers.

After a first batch at launch, a “chapter” will be broadcast daily, with the aim of reviving the “cooler moments” of traditional television.

The new scripted content is already planned until the end of the fall. But in the midst of the deep uncertainty Hollywood faces, what comes next is anyone’s guess.

“We certainly hope that production will be back online soon,” said Whitman. “We just don’t know … You have to tolerate ambiguity well.”

Quibi also aims to keep users coming back with daily news, sports and entertainment – a genre much more difficult to produce at a time when studios are closed in the United States.

“It was a little crazy,” admitted Whitman, who said many of the shows will be broadcast from guesthouses rather than from specially built studios.

“Two weeks ago we thought maybe four or five of these” Daily Essentials “could not be put into production for us,” she said. “But they all arrived.”

– “$ 100,000 per minute” –

Subscriptions will cost $ 5 per month with ads, or $ 8 without. But with a lack of cash for many as unemployment rises, Quibi last month extended its two-week trial period to a 90-day offer.

Quibi also has to compete with young viewers with millions of free videos – often user-generated – hosted by YouTube, TikTok, Facebook and Instagram.

The assumption is that, just as HBO has transformed television with its premium subscription content, Quibi can entice people to spend if the quality is high enough.

“We pay up to $ 100,000 per minute for our premium feature films and chapters,” said Whitman.

“What we will produce for the money we spend is very different from the incredible creativity of the people who produce shows for $ 500 a minute,” she added.

Quibi’s tantalizing budgets are more comparable to longer-form streaming platforms such as Netflix, Amazon Prime, Disney + and Apple TV +, with HBO Max and Peacock ready to join the fray shortly.

But Whitman insists that Quibi – aiming to create “the next big tale” – doesn’t see them as direct rivals.

“There were movies, there was TV, there was streaming,” said Whitman. “And now there may be this new way of telling stories for mobile, in a Hollywood way.”

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