Fremantle vs Marquee Brands

Vertical Video Emerges as New Entertainment Format for Brands

At the Jupiter Festival in Miami, industry leaders discussed the rise of vertical video as a serious entertainment format, moving beyond short ads to branded serialized dramas. The trend originated in China and is spreading in the US, with platforms, producers, and brands getting involved. Experts argue that vertical video is a new media language, distinct from traditional TV, with short, hook-driven episodes designed for mobile viewing. Brands are encouraged to think like entertainment companies, creating content that prioritizes storytelling over direct promotion. Examples include Bilt's 'Roomies' series and Fanatics' access-driven content. However, the Chinese model shows that success also depends on heavy marketing, data, and distribution, not just content quality. The panel predicted that in 10 years, premium content will be consumed vertically on platforms like TikTok, while traditional TV remains relevant for other use cases.

• Jupiter Festival in Miami featured panel on vertical video as entertainment format.
• Evan Shapiro working with RoseBerry and Fremantle to rework 'Neighbours' for vertical viewing.
• Bilt's 'Roomies' series cited as example of brand storytelling over product promotion.

Disney Moves American Idol Production from California to Georgia

Disney and producer Fremantle are relocating production of American Idol from Los Angeles to the Atlanta area in Georgia for its 25th season, driven by Georgia's tax credits of up to 30% for unscripted productions. This move marks another loss for California's entertainment industry, following The Masked Singer's relocation to New Jersey. California's incentive program excludes certain unscripted formats, making it less competitive. The show is expected to premiere in early 2027, with current host and judges expected to continue pending contract negotiations. The move underscores the economic pressures pushing reality TV production out of California, impacting local crews and vendors.

• American Idol production is moving from Los Angeles to the Atlanta area in Georgia for its 25th season.
• Producer Fremantle is in final talks with a studio complex near Atlanta, with the deal not yet signed.
• Georgia offers tax credits of up to 30% for unscripted productions spending at least $500,000 in the state.

Fremantle listed on State of Streaming directory

This State of Streaming directory page lists Fremantle as a company entry with a link to its corporate website and ticker symbol (RRTL). The page indicates there is no coverage yet for Fremantle on the site. The listing appears alongside State of Streaming site features and links to related streaming-industry articles and resources, plus a promotional download for a 2026 Advertiser's Guide to Streaming TV.

• Fremantle is listed in the State of Streaming directory.
• Ticker: RRTL (as shown on the directory page).
• Corporate website link provided: https://fremantle.com/.

Brands need judgment and context when using AI

In a panel discussion at ADWEEK House, executives from Dash Social and Marquee Brands discussed the challenge of maintaining brand distinctiveness when everyone has access to the same AI tools. Hannah Graham Rose of Dash Social emphasized that generic AI outputs lead to rework without proper context. Natasha Fishman of Marquee Brands highlighted the importance of brand heritage, human judgment, and quality control. Combining brand knowledge with social performance data gives AI more context, enabling better content creation. Marquee Brands uses Dash Social to analyze top-performing content across global markets and adapt to local cultures. The panel concluded that human judgment and brand history are competitive advantages that AI cannot replicate.

• ADWEEK House panel co-hosted with Dash Social on AI and brand differentiation.
• Hannah Graham Rose, head of creative AI strategy at Dash Social, spoke at the panel.
• Natasha Fishman, CMO at Marquee Brands, discussed using AI without losing brand identity.

Roots Corporation Agrees to Go Private in Transaction Led by Marquee Brands

Roots Corporation Agrees to Go Private in Transaction Led by Marquee Brands, in Partnership with Canadian Retail Leaders Joseph Mimran