Reality TV, the local television news, song lyrics or the lack thereof, mean-spiritedness that passes for acerbic wit–the list goes on and on of those factors that both spur on and/or are symptomatic of a dumbed down society.
But true to the grammatical and mathematical proposition that two negatives can make a positive, there’s something quite smart about DumbDumb, the digital content and production studio led by comedic actors/writers Jason Bateman and Will Arnett. The shop creates and produces brand-inspired entertainment that reaches audiences across social, digital and traditional media. Earlier this year, DumbDumb’s Dirty Shorts—The Prom Date for Orbit chewing gum won a Gold Pencil at the One Club’s One Show Entertainment Awards. And in this week’s lead story, SHOOT connected with Arnett to get his take on the branded content landscape as well as DumbDumb’s web celeb talk show, Always Open, for Denny’s.
While branded entertainment has become a buzz phrase that can occasionally ring hollow, cited in order to seem contemporary, Always Open has a strategic underpinning that dovetails nicely with Denny’s branding objectives. And it’s not so much Arnett’s comments–which are worth checking out for their big-picture perspective–but rather those of Marty Orzio, chief creative officer of Gotham, agency for Denny’s, which underscore the value of content that connects for a reason.
Orzio observed that Always Open–hosted by comedian/improv performer David Koechner and featuring such guests as Bateman, Arnett, Sarah Silverman, Will Forte, Amy Poehler and Kristen Bell–represents the perfect branding message for his client whose slogan is “America’s diner is always open.” The talk show is a one-on-one chat between Koechner and his guest over a meal in a Denny’s booth.
“The word ‘open’ was a way for us to give consumers something they already knew about Denny’s [open 24/7],” said Orzio. “But this series gave us something to build upon. We could turn the word ‘open’ to mean much more–‘openness.’ Being at a diner, sitting in a booth and shooting the shit with somebody–it’s comfortable.”
Furthermore, Always Open potentially opens up a new audience for Denny’s which has a strong standing with an older demographic but, related Orzio, “doesn’t have a following with younger people the way it should. This series appeals to a younger audience. We’re early on in the process but the preliminary results are encouraging. The show is being passed around, there’s a lot of activity with people between the ages of 18 and 34. The first episode with Jason Bateman has gotten 800,000 hits so far.”
Arnett related, “When we set up DumbDumb, we were open to trying anything–sketches, web series, all forms of content. We wanted to engage with people who were funny, and let brands come over to see if a marriage made sense. It can be a win-win for everybody. Gotham and Denny’s had a playbook with a lot of room for new ideas. We didn’t want to hit people over the head with the brand. But having a conversation at a Denny’s booth was a natural choice. We’re all struggling to find the place where art and commerce can live on the Internet. This show does that.”
Angelina Jolie and Brad Pitt Reach Divorce Settlement After 8 Years
Angelina Jolie and Brad Pitt have reached a divorce settlement, ending one of the longest and most contentious divorces in Hollywood history but not every legal issue between the two.
Jolie and Pitt signed off on a default declaration filed in Los Angeles Superior Court on Monday, saying they have entered into a written agreement on their marital and property rights. The settlement was first reported by People magazine.
"More than eight years ago, Angelina filed for divorce from Mr. Pitt," Jolie's attorney, James Simon, said in a statement. "She and the children left all of the properties they had shared with Mr. Pitt, and since that time she has focused on finding peace and healing for their family. This is just one part of a long ongoing process that started eight years ago. Frankly, Angelina is exhausted, but she is relieved this one part is over."
The filing says they give up the right to any future spousal financial support, but gives no other details. A judge will need to sign off on the agreement. An email late Monday night to Pitt's attorney seeking comment was not immediately answered.
Jolie, 49, and Pitt, 61, were among Hollywood's most prominent pairings for 12 years, two of them as a married couple. The Oscar winners have six children together.
Jolie filed for divorce in 2016, after a private jet flight from Europe during which she said Pitt physically abused her and their children. The FBI and child services officials investigated Pitt's actions on the flight. Two months later, the FBI released a statement saying it would not investigate further, and the U.S. attorney did not bring charges.
A heavily redacted FBI report obtained by The Associated Press in 2022 said that an agent provided a probable cause... Read More