“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: , , , , ,


fullscreenlogo

NewFronts Day 6: Fullscreen, Machinima, and Defy Media Take the Stage

Documentary film "Farmland" is now on Netflix

Feature Doc Showcasing Young, US Farmers Now on Netflix

Vessel says it's doing well in its first month

Vessel Says It’s Exceeding Revenue Goals for Creators

Digital video industry news today

Monday 5.4.15: News to Know

BiteSizeTV

BiteSizeTV Plans to Expand Its Reach with New Distribution Platform

Live-streaming service Meerkat is coming to Facebook

Meerkat Now Works with Facebook, Has an Android App

Bernie Su 3

‘Lizzie Bennet’ Co-Creator Bernie Su Teams with...

The Great War YouTube channel

5 Emerging Educational Channels on YouTube

Read today's digital video news stories

Quick Breaks: Sling TV Offers Spanish Add-Ons; TV Ads Beat Facebook

Fusion debuting new series on Snapchat Discover

Fusion Partners with Timeline on Snapchat Discover Series

Vice will reportedly take over A+E's H2 channel

NewFronts Day 5: News Corp Keeps It Short, Vice Goes Long(-Form)

Tay Zonday on Ear Biscuits

Calculated Spontaneity: The Birth of ‘Chocolate Rain’

New Food Network web series stars chef Justin Warner

Food Network Launches Web Series with Chef Justin Warner

Epoxy creator spotlight

Epoxy Creator Spotlight: Damon & Jo’s ‘Shut Up and...

Youtube_003

Can the Feature Film Business Work for YouTube?

Complex's pseudo NewFront

Complex Unveils New Immersive Video Studio, Inks Content Deal...

YouTube Opens Production ‘Space’ in Berlin

DJ Tiesto leading reality competition series on Vevo

Tiesto Will Judge Reality DJ Competition Series on Vevo

timeinc

NewFronts Day 4: Time Inc. Plans Video Expansion; LIN Digital...

Read today's digital video news stories

Quick Breaks: NBC Will Offer Binge Watching; Superwoman Making Movie

Lifetime will launch its own digital video platform

Lifetime to Launch Romance Genre Digital Video Platform

vox mediaaaaa

Vox Media Announces New Series and a Native Ad Service

River Monsters TV show gets its own YouTube channel

Icon Films Launches YouTube Channel for ‘River Monsters’

Roku player

Nielsen Teams Up with Roku to Measure Digital Viewership

Digital video industry news today

Thursday 4.30.15: News to Know

Netflix orders some Green Eggs and Ham

Netflix Orders Some ‘Green Eggs and Ham’

Vevo gets new CEO/president

Erik Huggers Steps in as Vevo’s New President & CEO

Seinfeld_Onstage_Hulu

NewFronts Day 3: Hulu Says It’s TV; This Time, the...

Read today's digital video news stories

Quick Breaks: Hulu Gets ‘Seinfeld’ Rights; ABC News...

Fairy Tale characters, it seems, all need therapy

Web Series Wednesday: How the Internet Does Fairy Tales

HBO Now

HBO Now ‘Flexible’ About Adding Content, Says No to...

Warner Bros. Blue Ribbon Content Peter Girardi

Warner Bros. Fills Out Creative Ranks for ‘Blue...

Vice will reportedly take over A+E's H2 channel

A+E Networks’ H2 to Become Vice Channel in 2016 (Report)

Watch her on YouTube

Why You Need to Be Watching Akilah Hughes on YouTube

food network star will have its companion web series again this season

‘Food Network Star’ to Return with Companion Web Series

Digital video industry news today

Wednesday 4.29.15: News to Know

lots of millennials watch TV shows after seeing online promos

80% of Millennials Watch TV Shows Because of Shared Online Promos

Read today's digital video news stories

Quick Breaks: Channel Frederator Adds 83 Channels; Vimeo...