Technology

Stubios is the new name of Tubi’s fan-run studio program

Tubi has established itself as one of the more interesting players in the streaming space by becoming one easy access hub for independently produced features. Despite the smaller budgets, fan hype has proven that there is an audience for Tubi’s Expansive Library of projects developed by black and brown filmmakers. But Tubi wants its audience to grow and its films to be taken even more seriously, which is why the streamer is launching a new initiative Issa Raes Color Creative is designed to take aspiring filmmakers to the next level.

Tubi has always worked with film distributors to source new indie content for its catalog, but filmmakers will be able to work even more directly with the streamer after becoming part of Stubios, Tubi’s new incubator program designed to nurture the next generation of creators. Directors and producers. Similar to Kickstarter, the Stubios platform offers filmmakers the opportunity to present their ideas to a wide audience who are invited to express their interest. And should these pitches receive enough support, Tubi will take them to the next phase of production by providing developers with the resources they need to bring their projects to life.

In a press release about the initiative, Rae explains that she will oversee the first class of “Stubiorunners,” similar to how she did for the contestants on HBO Project green light revival, expressed her excitement about “creating pathways for creatives from diverse backgrounds to sustainable careers in Hollywood.” And Tubi CEO Anjali Sud described Stubios as born out of the company’s desire to make more films that reflect “culture in its current state” to resonate with a younger, more diverse audience.

“Stubios is a way to give creators with large followings the opportunity to tell stories that might not otherwise get the green light in Hollywood,” Sud said.

In the traditional studio system, executives decide whether or not to greenlight projects based on a variety of factors that are often beyond the control of an individual project creator. But at Stubios, online fan engagement is one of the more important metrics that determines how far a film gets into its production process.

Instead of just reaching out to executives, filmmakers can upload film ideas to their Stubios pages, where fans can express their interest. When enough people have supported a project, Tubi provides the Stubiorunners – yes, that’s what the company calls them – with the financial resources necessary to begin pre-production. From there, creators are encouraged to poll their backers for input as they make decisions about how the film will come together. And once a completed project is submitted and goes live on Tubi, creators automatically get the green light for their next project if their first one meets certain engagement and viewership goals.

Tubi’s press materials make the early stages of the process sound a bit like a crowdfunded film production. However, Nicole Parlapiano, Tubi’s chief marketing officer, describes the incubator as a simpler way (compared to the traditional system) to help talented filmmakers bring their ideas to market.

“We’re not an Oscar-seeking streamer, and we know that our fans sometimes like a little more rawness in their stories,” Parlapiano said. “This allows us to bring these stories to one platform and streamline the process in a way that removes some of the bias that we all work with when we think about what to do.”

The idea that would eventually become Stubios emerged a few years ago, when Parlapiano was still working at Tubi’s parent company Fox, at a time when executives were interested in figuring out what the future of streaming — particularly entertainment for Generation Z – would look like. The Fox team worked with indie filmmakers and social media content creators to identify issues with the larger pipeline attracting new industry talent. And while Fox executives felt like there simply weren’t enough new scripts coming across their desks, the creatives they spoke to made it clear that the real problem isn’t a lack of original stories, but rather financial hurdles make starting a career daunting.

“Many [young creators] They receive money for their first project, but then they have nowhere to distribute it,” Parlapiano explained. “Some start in an incubator program but have no support for the next project. We saw an opportunity to launch a new program to create a flywheel that continues to provide creatives with access to production support and funding.”

In addition to a flat fee for the original IP, the program provides creators with executive producer credit and subsequent compensation. They also receive additional fees when they contribute to a project, such as starring in or producing music for it. For the program’s first beta run, Tubi has already selected three of the four people who will form Stubios’ first cohort of creatives. rapper Lady Londonthe first to be announced will produce a documentary about the release of their debut album.

Tubi plans to have Stubios films released later this year, but Parlapiano emphasized that the streamer is currently really looking at this as an experiment to find out “whether it is the size of the Stubios community that determines the success of a project or whether that is the case.” the engagement within this community.”

Stubios will be launched shortly afterwards the introduction of Tubi’s new brand identity and the debuts of newly acquired original shows such as BBC Three’s Boarding students and Channel 4 Great mood. In some ways, the Stubios program – which requires participants to upload regular updates to their projects – seems like a pretty ingenious way to outsource the behind-the-scenes creation of a new type of content that will attract both creators and viewers to the platform. Parlapiano told me that stunt breakdown and production videos regularly outperform finished films or trailers on the platform in terms of viewership. Stubios updates themselves could also attract attention, but Tubi relies on the element of fan participation to create a synergy effect that makes the program a success.

“We see this as pulling back the curtain and giving fans the opportunity to become more involved like small mini-producers,” explained Parlapiano. “So they’ll make decisions like, ‘What should the costuming look like?’ Should I cast this person or that person?’ But you will also experience the hero’s journey of these creatives in their first Hollywood projects.”

Inviting the public to provide feedback on things like casting decisions seems like a daunting prospect in the age of coordinated review bombing and online harassment campaigns targeting traditionally marginalized groups. But Parlapiano is confident that Tubi’s community management and Stubios’ overall design will keep such problems at bay.

“This is primarily aimed at younger people who are not yet very knowledgeable and are building their communities on social networks,” she said. “We need creators who are well-connected and understand the reciprocity of building responsive, open relationships with fans.”

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