Apple is primarily associated with computers, smartphones and tablets. But our world is changing rapidly. What was popular yesterday, tomorrow may become useless to anyone. That’s why Apple is opening up new fields for itself – it is likely that this is where the future of the company is hidden. Yes, and the accumulated funds allow you to spend a billion or two dollars or even a dozen on any large-scale project.
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The success of Netflix, the rapid growth of its subscriber base and growing revenue is a great challenge for Apple. The new Apple TV + streaming platform has been available to the public since November 1, 2019.
But the technical launch itself is not so important – much more interesting is what is inside. It was the original content that allowed Netflix to “shoot”. In November 2019, Apple introduced several of its own series. Well-known screenwriters, producers and actors were hired – they simply cannot be attracted by user experiments, it is necessary to immediately generate interest. One of these products was the series “Morning Show”.
The creation of the series began in November 2017. The main stars of the new Apple project were Reese Witherspoon and Jennifer Aniston, in addition to the first and second roles, there is also Steve Carell. By itself, such a powerful cast is already intriguing. Reese and Jennifer received $ 2 million for each series, which is clearly a lot against the background of a total budget of 15 million. For TV shows, such expenses are considerable, Apple’s desire is evident not to skimp on creating a quality product. As a result, the entire season cost the company 150 million, but there will also be a second!
The series is dedicated to the life of the “Morning Show” – almost the most popular television show in America. The presenters, Alex Levy (Aniston) and Mitch Kessler (Carell), are joking, they are loved by millions of viewers. Billboards with photographs of journalists are placed on the buildings, they are friends with the stars of show business, interviewing major politicians, traveling with reports around the world. The story begins with Mitch being accused of sexual harassment. He is quickly kicked out of the show – the channel naturally decides to maintain its righteous reputation. Alex’s positions were also shaken – who will be her new co-host and is it worth it to renew her contract, since the couple loved by the Americans fell apart, and even with a scandal?
Suddenly, provincial journalist Bradley Jackson (Witherspoon) is involved in the game. She becomes Alex’s partner. But Bradley’s integrity and an attempt to find out and tell the truth are not the best tools in the accepted framework of a family television show where viewers need smiles rather than off-screen squabbles. Throughout the 10-hour series, we will learn about how a TV show is made, how corporate standards affect personal relationships, how constant game on the camera changes personality, what game the TV channel’s bosses chase after millions. All this is very interesting … or not at all interesting 🙂 And the story itself will obviously get a continuation.
With the blessing of Apple, the scriptwriters of the series entered the shaky ground of sexual scandals relevant to the country. Weinstein and the MeToo movement are mentioned repeatedly. Flirtation and sexual relations at work in the team are met constantly. But when is it natural, and when are subordinates simply unable to resist the charm (and pressure) of the boss? The Morning Show is trying to figure this out with us. And this is really a difficult question, the search for an answer to which will accompany the viewer the whole season. The motives and behavior of the main characters look interesting. Where is selfishness and desire to save his own career at all costs by drowning old friends and partners, and where is the desire to convey the truth to society? We get the opportunity to evaluate the heroes and their actions. Given that all this happens against the background of the backstage of television, the story looks really cool. The series receives few neutral ratings. He either “comes in” almost immediately or causes bewilderment – what is it about, and why is it interesting? You should not be surprised, just in America the values are slightly different than ours. Whether it is a mentality or a different level of civilization – decide for yourself. But if in the United States a sexual scandal for a public figure is a sentence, in Russia it does not.
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The acting in the “Morning Show” is good – the heroes have where to show emotions. Jennifer Aniston has long ceased to be a copy of the nearby Rachel from Friends. Here she is an adult woman (oh, how fast time flies!) With her position, inner core and ability to step over friends if necessary, and even more so through enemies. Witherspoon, the true-minded heroine, seems simpler, but she also has her own “internal demons” inside, which we learned a little about so far, but the second season will definitely tell us more about this. Personally, I liked Billy Krudan more than anyone in the role of Corey Ellison, news director of the channel. A smart, independent manager leading his game and seeing the future of the show and television ahead evokes sympathy. It is no coincidence that the actor received the 2020 Film Critics Choice Award, and the series and its two main stars received Golden Globe nominations.
You can name the three main series of Apple, released in the fall of 2019 in the first wave. This sci-fi “See” and “For the sake of all mankind”, as well as the dramatic “Morning show”. It seems to me that these series have absorbed a certain spirit and values of the company. First of all, Apple did not save on the product – it turned out to be controversial for many, but clearly high-quality and noticeable. And the Morning Show also highlighted a rather urgent problem for society, which still does not have an unambiguous interpretation. It seems symbolic that it was Apple that boldly addressed this topic. Just as the company’s technological products are positioned understandable and close to most users, the media content is dedicated to exactly what interests Americans (others, alas, to a lesser extent) most.
The series “Morning Show” is likely to appeal to all women, but we recommend watching and the strong half.