“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: , , , , ,


Allen_Debevoise_300x250_VideoInk

Power Sixer: Allen DeBevoise Continues to Push Third Wave of Media

 
Webby Awards took place last night!

Five Branded Content Takeaways From the Webby Winners

 
YouTube Money

YouTube Cries Uncle: Videos Will Earn Revenue While Content ID...

 
Jonathan Skogmo, Jukin Media

Power Sixer: Meet Jonathan Skogmo, Jukin Media’s King of...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
DreamWorks Animation

Controlling Interest in AwesomenessTV in NBCUniversal’s...

 
Wet Hot American Summer Netflix

Netflix Orders More ‘Wet Hot American Summer’

 
Judy McGrath Astronauts Wanted

Power Sixer: Meet Judy McGrath, Astronauts Wanted’s Lead...

 
Amina_Canter_VideoInk_300x250

Digital Dealmaker Amina Canter Is Bringing Traditional Chops to...

 
Studio71 Paramount

Digital Influencer Features Make the Majors with...

 
JC_Cangilla_VideoInk_300x250

Who’s the Man Behind Newform Digital’s Many Deals?...

 
Machinima hired James Glasscock as SVP of Strategy and Business Development

Questions & Answers with 2016 Digital Dealmaker James Glasscock

 
Univision Creator Network

Univision Creator Network Now Has Beauty and Fashion Vertical

 
Flula Borg

YouTube Music Star Flula Borg Signs with Studio71

 
Susanne Daniels

Power Sixer: Meet Susanne Daniels, the Force Behind YouTube Originals

 
JimmyMaymann

Power Sixer: Meet AOL’s Global Kingpin Jimmy Maymann

 
Dealmakers2016_600x250

Introducing the 2016 Digital Dealmakers

 
kendall_rhodes01

Dealmakers 2016: Kendall Rhodes from Untitled Entertainment

 
PowerSixer2016

Introducing the 2016 Power Sixers!

 
FilmStruck

Turner Teams with Criterion for FilmStruck SVOD Service...

 
Jason Goldberg STX Entertainment

STX Taps ‘Punk’d’ Creator Jason Goldberg to...

 
oculus for consumers

How quickly will online video transition to VR?

 
Bret Easton Ellis Fullscreen

‘American Psycho’ Author Bret Easton Ellis Signs Up...

 
Netflix_new

Netflix Begins Production on ‘Okja,’ Sparks...

 
walkinthewoods3-xlarge

Amazon Signs Multi-Year Output Deal with Broad Green Pictures

 
DollarsMoving_VideoInk_300x250

Why Getting TV Dollars to Go Online Is Easier Than You Think

 
INTX_300x250_VideoInk

Why Disruption Is the New Best Friend of the Online Video and TV...

 
Tyler James Williams RePlay New Form Digital Go90

Ex-‘Everybody Hates Chris’ Star Talks Going Mobile...

 
All Def Digital

All Def Digital Launches In-House Creative Agency Targeting...

 
Facebook Live Cafe Latte Tastemade 2

Because It’s Facebook, Stupid: Why Facebook Live is...

 
TrevorStevens_VideoInk_300x250

‘Rock Steady Row’ Feature Gets Picked Up By SUPERGRAVITY

 
Bryan Cranston, Eric Berger, Kate Bosworth and Dennis Quaid at Crackle’s upfront presentation held at the New York City Center on April 20, 2016.

Crackle Unveils Originals Slate, ‘Break-Free’ and...

 
NathanBrown_VideoInk_300x250

Nathan Brown Lands at Discovery Digital Networks

 
RYOT

AOL Acquiring VR Studio RYOT to Bring Immersive Video to...

 
Abrams_Talent_300x250

Abrams Artists Adds Two Talent To Alt Programming Roster

 
Seeso_Logo_VideoInk_300x250

NBC’s Seeso Looks to Boost Audience Via Amazon Prime Deal

 
Tidal

Tidal Announces New Original Series With BET —...

 
Microsoft Pulse

Microsoft Wants Companies to Take Video Pulse to Measure Engagement

 
SawyerHartman_200x200

Exclusive: Sawyer Hartman Signs with Untitled Entertainment

 
Let's Play Live The Documentary Rooster Teeth

Rooster Teeth Mounting ‘Let’s Play Live’ Tour...

 
Snoop Dogg

All Def Digital Gets Toasty with Snoop Dogg on ‘Def...