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Now that Hollywood’s actors have joined screenwriters in a twin strike looking for increased pay, restructuring of residuals and prohibitions on AI, brand-side shoppers have questions on how expertise partnerships with manufacturers and business work could also be impacted. Not solely are actors permitted to work in commercials through the strike, however it is a nice time for manufacturers to work with actors.
Listed below are six issues to bear in mind ought to manufacturers select to maneuver ahead with business productions.
The SAG-AFTRA Commercials Contract has not expired. It’s separate from the TV/Theatrical/Streaming contract presently being negotiated, so manufacturers needn’t fear about undermining the actors of their collective bargaining efforts. SAG expertise can proceed to take part in business work through the strike, and there might be no union stress on actors to abstain from collaborating. Moreover, manufacturers producing commercials with SAG expertise might be making contributions on the expertise’s behalf to the union’s P&H Fund, which offers well being and retirement advantages to its members.
Within the brief time period, we count on to see an uptick in curiosity from actors relating to model collaborations, as a result of instantly freed-up schedules and the will for earnings at a time when TV/Theatrical/Streaming tasks are at a standstill. Together with stepping away from all such productions, actors is not going to be permitted to participate in promotional work of any type to advertise TV/Theatrical/Streaming tasks; this consists of press excursions, private appearances, interviews, movie and tv festivals, premieres/screening and award exhibits.
Actors will, nevertheless, be capable to take part in PR actions to advertise model partnerships, offered there isn’t a cross-reference to previous, current or future studio tasks. We’re working carefully with expertise publicists to make sure that media aims for model promotion are respectful of the strike restrictions.
This can entail discovering non-work-related matters for expertise so as to add to the dialogue whereas selling the model partnership in an genuine method. Charity work? That skincare line facet hustle? A brand new ardour for pickleball? Prepare to listen to extra about what these stars are doing of their spare time. Media has to date been very receptive to inventive alternate options as producers will doubtless wish to proceed securing and that includes superstar interviews and content material, given their viewers attraction.
Expertise’s social media posts for manufacturers is not going to be impacted by the strike. Expertise can proceed to create content material and submit about manufacturers offered there isn’t a cross-reference to TV/Theatrical/Streaming work. A scarcity of newly scripted community TV content material for the autumn, plus the continued absence of the late-night exhibits, could drive extra audiences to locations like TikTok, Instagram and Threads, which makes model promotion on these social platforms a strategic place to be.
