Rumors had been circling of a retreat from web originals over at Sony’s 4-year-old online video network Crackle, as the usually heavy flow of short-form web series that would be its bread and butter over the past few years had dried to a trickle. Previous short-form (sub 10-min episode) web tentpoles like The Bannen Way, Angel of Death and Jailbait had found a business a morphing themselves into whatever medium was buying. But not enough to greenlight dozens of them this year.
Then comes a bit of a bombshell yesterday afternoon in Variety, as Eric Berger, Executive VP of digital networks at Sony Pictures Television who oversees Crackle and other properties, announced the network was moving to a long-form strategy. It’s a pivot for the network, citing a shift in the marketplace and amongst its own audience who had grown fond of the site’s heavy helpings of ad-supported (aka: free) television and film content. Full episodes of Seinfeld, Married with Children and Bewtiched are featured heavily now alongside thousands of full-length feature films like Ghostbusters, 21 and The Da Vinci Code.
“As more and more long form content comes online, not just on Crackle but in general,” Berger tells us, “and you look at our portfolio of TV and movies, as well as the platform expansion, into not only mobile but onto tablets and connected TVs like Roku, Google TV and Sony Playstation, where viewing takes place on the large screen, it leads us to longer form content as the natural fit.”
That, and the international markets for TV and DVD content, a key part of Crackle’s sales strategy for its originals, is evolving. The Bannen Way, which saw a healthy DVD run as well as a some international TV pickups, was re-cut as a 90-minute feature. But now longer individual episodes, “where where the characters and story can breathe a bit,” as Berger notes, seem to be more in demand both internationally and on EST (electronic sell-through) partners like iTunes.
Three new half-hour-long projects, still in script phase at this point, were announced with plans to go into production this summer for fall releases:
• Monster Heist from Ghost Whisperer creators of Kim Moses and Ian Sander about a creature (non-human) group of thieves
• a currently untitled paranormal series, reportedly in an anthology “in the vein of The X-Files,” from Sons of Anarchy producer Chris Collins
• Strand Street, from Milo Ventimiglia, Kevin Townsley and Russ Cundiff, about “a rookie undercover cop who infiltrates a gang in his childhood town”