“Burning Love”: Anatomy of a Hit

/ Jun 4, 2013

burninglove

During the Best in Class Case Study “Burning Love” at STREAM today, executives responsible for bringing “Burning Love” to Yahoo! and later to E! discussed how the show came to be.

The show got its start from the love Ken Marino and his wife, Erica Oyama, shared for “The Bachelor.” Both had worked on “Children’s Hospital,” for which she had already written episodes. With Ken’s encouragement, she drafted the “Burning Love” pilot and showed it to the head of of Abominable Pictures, the production company for “Children’s Hospital.” Abominable brought it to Ben Stiller’s Red Hour films and the two companies presented the show to Yahoo!.

Paramount Insurge, a subsidiary of Paramount Pictures that focuses on digital works, also signed on to produce. All sides knew that the emphasis had to be in the quality of the product, rather than the recognizability of the names. Regardless, Red Hour’s Mike Rosenstein noted a lot of established comedic actors like Michael Ian Black, Jennifer Anniston, Michael Cera and more were willing to participate at a significantly lower rate than they were used to being paid, if anything at all — actors wanted in just because the content was so good.

But the actor’s budget wasn’t the only reduced price. Marino both starred as firefighter Mark Orlando and directed the entire season, the script called for short episodes and the source material was just reality TV. Without any reason to shoot explosive special effects or hire stunt doubles for bold feats, the cast was free to focus on the jokes. In fact, Amy Powell, President of Paramount Insurge, remembers, “We rented a mansion in Calabasas, sent some donuts, and said, ‘Have some fun.'” Besides some notes about the amount of nudity or cursing they could include, “Burning Love” had near-complete creative freedom.

Pair all of that with a dedicated spot on the Yahoo! homepage for new episodes and the show’s success wasn’t entirely a surprise to the producers. What was were three Webby Awards, four Streamys, and a core audience of 11 million viewers in the US for the first season alone (and that’s not even including when viewership peaked somewhere much higher in midseason).

The success even landed “Burning Love” on E!, and the show is currently in its third season on Yahoo!. Check out our review of Burning Love Season 2.

Tags: , , , , ,


katiecouric

Katie Couric is Getting Her VidCon On

Whipclip

Whipclip Raises $40 Million in Series C Financing

Bebo from The Enchantress by Michelle Phan

Michelle Phan Enters Comic Book World with The Enchantress

Collider Movie Talk

Complex’s Collider Acquires ‘AMC Movie Talk’

Digital video industry news today

Monday 7.6.15: News to Know

The People's Network

Robert Rodriguez promotes DIY with The People’s Network

Video on Facebook

What Facebook’s Latest Video Monetization Plans Mean for...

wassabi brothers ear biscuits

How the Wassabi Brothers Get Views on YouTube:...

tv-36723_640

Is Local TV Missing the Digital Opportunity?

Read today's digital video news stories

Quick Breaks: Kin Community Launches Branded Content Studio;...

Lifetime Movie Club

Lifetime Gets into the SVOD Game

Digital video industry news today

Thursday 7.2.15: News to Know

Happy Fourth of July web series

Web Series Wednesday: Dear America, Happy Independence Day

Read today's digital video news stories

Quick Breaks: DramaFever Adds British Titles in US; Rightster...

beet app

Social Video App Beet Isn’t a Snapchat Rival; Its Goal Is...

Magic Leap VR

Former Vevo Chief Rio Caraeff Makes ‘Magic Leap’ as...

Anna Akana_Gidden Media

YouTuber Anna Akana to Star in and Develop Gidden Media Digital...

Digital video industry news today

Wednesday 7.1.15: News to Know

the untitled web series morgan evans is doing for MTV

MTV(Other)’s Newest Series Stars Comedian Morgan Evans

White Room immersive film

Roddenberry Entertainment to Release Immersive Film on Mobile

Screen Shot 2015-06-29 at 11.40.20 AM

Disney Scrambles Up a New Hip Webseries

Read today's digital video news stories

Quick Breaks: Netflix Releases New ‘BoJack’ Trailer;...

Dailymotion

Vivendi Finalizes Purchase of Majority Stake in Dailymotion for...

League of Legends

eSports Gaming & Gambling Platform Unikrn Takes $7 Million...

Digital video industry news today

Tuesday 6.30.15: News to Know

Break Movies

Break Movies signs licensing deal with Paramount

CAA Signs Bart Baker

“King of Parodies” Bart Baker Signs with CAA

Starz Arabia kickstarting SVOD in Middle East

OTT Revenue in the Middle East, Eastern Europe and Africa is on...

Mr Robot

Mr. Robot Scores Big for USA Network with Online Pilot Preview

Read today's digital video news stories

Quick Breaks: Meerkat to Embed Streams for Shark Week; Another...

New Defy Fiat series Bigger Is Better

Chris ‘Big Black’ Boykin Drives a Fiat in New...

Digital video industry news today

Monday 6.29.15: News to Know

Reuters TV iPhone

A Peek Into Reuters Live Video Syndication Play with Mirror Image