How Netflix’s ‘Strong Black Summer’ Campaign Formalized Black Hollywood’s Cultural Calendar

At least, that was the name of the streamer’s warm-weather months campaign promoting a string of TV, film and documentary projects fronted by Black talent.

“We were very intentional about how to highlight the upcoming slate — making sure that we were featuring the incredible talent, who are also our ‘Strong Black Leads.’” Gillyard adds. “The team has done an incredible job this summer of bringing all that together and showing up where our Black members are in a very authentic way.”

Much like an awards film’s trajectory across Cannes, Venice, Telluride and Toronto, this circuit can be markedly significant for building an awareness campaign for a title — but this one is specifically targeted toward Black audiences. And while studios like Warner Bros. Discovery or Disney also participate in significant ways, Netflix officially put the puzzle pieces together — and branded them with the tagline: “We outside .

“The summer promotion is the best time to build anticipation around upcoming, Black-centered projects,” says Nicole Friday, president of Nice Crowd , which presents the annual festival. to spotlight the filmmakers in an intimate conversation about their artistic journeys and what it took to get their films onto the big screen.

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