"In the awards game, likability is paramount; voters vote for the shows and people they like best, which is why publicity departments work overtime to get their stars out in front of cameras during awards season, selling the best product they have: themselves. Apple TV+ has campaigned for The Studio as aggressively as any other show this year, which is how it ended up with 23 Emmy nominations, setting a record for a first-year comedy."
"Seth Rogen, the show's co-creator and co-star, has been hitting the pavement, doing the expected rounds of interviews and podcasts with his typical gregariousness. He's talked about how he sometimes smokes weed with fans, gave Andy Cohen his opinions about The Valley on Watch What Happens Live, and shared some surprisingly good takes about the Oscars with the Los Angeles Times."
Voter likability drives awards outcomes, so publicity teams promote performers aggressively during awards season. Apple TV+ campaigned heavily for The Studio, resulting in 23 Emmy nominations and a record for a first-year comedy. Seth Rogen, co-creator and co-star, conducted numerous interviews and podcast appearances, engaged with fans and hosts, and promoted a new season of Platonic during the second stage of Emmy voting. The series portrays a big-shot Hollywood executive and includes many celebrities playing themselves. The show's A-list creators and Apple TV+'s deep-pocketed approach contribute to perceptions of an overdog advantage and position The Studio as the favorite in major comedy categories.
Read at Vulture
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