As the streaming services — Amazon held similar parties — battle with traditional cable and broadcast networks, Hollywood is witnessing Emmy campaigning on a scale that industry executives say they have never seen before. The once-staid season now finds studios approving generous budgets for billboards, mail promotions, parties and dinners with the express purpose of getting shows, actors and writers in front of would-be voters.
“I’ll put a number on it — it’s 10 times crazier,” FX’s chief executive, John Landgraf, said, laughing. “It’s ridiculous.”
At a time when there is more television than ever — there will be more than 450 scripted shows broadcast this year — award jockeying, apparently, is the next logical step among rival networks. Voting for nominations began last week. Nominees for the September ceremony will be announced next month.
The Oscars may have some restrictions on what studios can do to influence would-be voters, but the Emmy hunt has left behind any such restraints.
“For Your Consideration” advertisements have blanketed Los Angeles, appearing on billboards, bus shelters and posters. In a seven-block stretch of Melrose Avenue, there were outdoor ads for “Unbreakable Kimmy Schmidt” (Netflix), “Sarah Silverman: A Speck of Dust” (Netflix), “Transparent” (Amazon), “The Night Of” (HBO), “The Good Fight” (CBS) and “Superstore” (NBC).
“I live in Studio City and drive all the way across town to our office, and I pass at least three ‘Legion’ billboards,” said John Cameron, an executive producer for FX’s “Legion” and “Fargo.” “We’re not even on the…