Google has a little concern for image: between the controversies about private life and the AI which carrots it market share, many people – young people in mind – no longer really carry it in their hearts. To try to remedy it, the web giant embarked on a new adventure: producing TV content and cinema as a real Hollywood studio.
Google wants a cool image
The project is called 100 zeros, as confirmed Business Insider. It is a partnership with Range Media Partners, a fairly trendy production company, behind films like Longlegs or A Complete Unknown. Their mission: to identify projects, scripted or not, that Google will be able to help finance or produce. And the goal is clear: bring your products into pop culture – not by sticking a logo everywhere, but gently.
It’s not disguised ad, they swear. Google simply wants its techno tools (like “immersive view” in Maps or its spatial tools mixing virtual and real) to be used naturally in stories. Basically, make sure that it is credible – and if possible, a little cool.
It is not completely new: last year, Google discreetly slipped some tickets in the financing of the film Cuckooa horror thriller with Hunter Schafer (Euphoria). The 100 Zeros logo appears in credits, but without marketing campaign behind. Successful test.
Since then, Google and Range have launched another project: “AI On Film”, which finances short films on the place of artificial intelligence in our lives. Two of these films could even become feature films. The goal is also to counterbalance anxiety -provoking accounts on AI with slightly more nuanced stories, according to Mira Lane, which pilots the technology and company strategy at Google.
But no question of swinging everything on Youtube. Surprisingly, Google prefers to sell these projects to platforms like Netflix or traditional channels. The idea is to do like Nike with your internal studio: producing content that sticks to your image without being advertising.
Behind all this, there is of course a hope: that young people win a little Apple. Today, 88 % of American teens have an iPhone. And the successful series are often populated by characters who patterize on Apple products. Google probably dreams that in the next fashionable series, the hero uses “Circle To Search” on a pixel, without it being published.
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