August 2, 2021
With Team USA atop of the 2021 Tokyo Summer Olympics in total medals at the halfway point, Netflix, a perennial leader on most things subscription streaming video, took a marketing stand.
The streamer was a presenting sponsor on NBC’s Aug. 1 primetime TV broadcast of the medals count of the XXXII Olympiad with the U.S. leading with 61 medals, including 21 gold. The leading tally increased to 64 medals, including 22 gold, through Aug. 2.
Netflix took the opportunity to market the Aug. 6 release of Vivo, an animated movie featuring songs from Lin-Manuel Miranda, the Tony, Grammy, and Pulitzer Prize-winning creator of Hamilton and In the Heights. Vivo follows kinkajou (a.k.a. a rainforest “honey bear,” voiced by Miranda), who spends his days playing music to the crowds in a lively square with his beloved owner Andrés (Buena Vista Social Club’s Juan de Marcos).
The movie, originally slated for theatrical launch in June, is part of a marketing/production agreement between Netflix and Sony Pictures Animation — the latter responsible for Oscar winner Spider-Man: Into the Spider-Verse and this year’s The Mitchells vs. The Machines currently streaming on Netflix.
The partnership precludes Netflix’s recently announced deal with Sony Pictures Entertainment (SPE) for exclusive first-pay-window licensing in the U.S. for theatrically released Sony feature films, beginning with the studio’s 2022 film slate.