LOS ANGELES -- This time last year, Maker Studios was in an enviable position.
The Disney-owned online video platform had announced a robust slate of short-form programming -- including projects with Marvel, ESPN and ABC Family -- in front of 800 plus people at NewFronts in New York.
But now, the world's second-largest multiplatform network told Mashable it is taking a more "intimate approach" to the 5th annual NewFronts, the dog-and-pony show for potential advertisers. Presentations are traditionally chock with news announcements and special guests -- and are often followed by lavish parties.
Maker had originally indicated that it was maybe going to do another big, on-stage production early next week, taking the Tuesday-morning slot before Defy Media, Condé Nast and Aol. Turns out, like tech company Yahoo, they're scaling it back.
"We will be hosting a small breakfast for brand clients only," a spokesman said when asked about the event.
"Due to the nature of the event, we will not be revealing key press announcements in a formal presentation, however, we will plan to share everything that is discussed with you following the 5/3 event," the spokesman said. "We are currently focused on the future of the Maker brand and will have more news later this year as well."
This more low-key presentation may come as a shock; after all, Disney bought the company for a whopping $675 million, according to a recent filing, and it remains one of the giants in the online digital space. Maker has a network of about 55,000 independent creators who collectively draw in 10 billion views per month.
Over the last year, Maker Studios has also ramped up its original content with several new series — such as Scare PewDiePie, a YouTube Red series that launched last week; the digital talk show Party Fun Times, hosted by Taryn Southern; and the skateboard travel adventure The Unge Quest, starring German gamer Simon Unge.
More recently, the company announced an animated series with comedian and social media star The Fat Jew and a slate of originals with James Franco. It has also made series for Verizon's go90 (including a Star Wars inspired and Marvel-centric series) and Snapchat.
Despite these strides, the NewFronts come at a transitional time for the company. In the last few months, Maker has undergone serious shake-ups at the executive level.
In March, Bonnie Pan, Maker's executive vice president of programming, left the company to tackle the role of president at Endemol Beyond. Ynon Kreiz, the CEO who helped facilitate the Disney deal, left Maker in January.
However, Maker said their intimate approach is strategic.
"We are approaching the client discussion with a streamlined look at our business – with the theme focus," a Maker spokesperson told Mashable. "We truly want to showcase to partners how we can work with them both now and in the future. We have content, talent, data, ad products, media and social solutions – and the key for us is to utilize all of these areas of scope but simplify our approach with the purpose of conquering advertiser/brand goals together. The event will be an intimate breakfast aimed to showcase Maker's core initiatives - true to the promise of the focus theme. Maker execs and a few key talent will meet with clients to discuss the future vision of the brand."
The company's overall hope at NewFronts "is to inform both existing and new clients of our approach today with visions for 2016 and beyond."
Reporter's note: This post has been updated with additional information on Maker's intimate breakfast approach.
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