It’s not easy being a fan of a Netflix show. Besides the never-ending expectation of any show you love getting canceled at any moment, there’s also he problem with Netflix’s very flighty way of handling its marketing for new shows. In their hunt for the next Squid Game or Stranger Things, the streamer relies on little marketing and hopes the show’s quality or built-in IP audience might push it to record heights.
In Netflix’s first Upfront ever, they tried to sell advertisers on the fact that they are able to host ads on the service with their ad-supported tier with a “wide” audience interested in seeing them. As part of it, they did some surprising big announcements for renewals for Ginny & Georgine or Virgin River; potentially trying to counteract a current perception of their overall strategy.
In a Fall Scheduled shared by Variety for Netflix, they include four new prestige dramas that include All the Light We Cannot See, Blue Eye Samurai, The Fall of the House of Usher, and Griselda. Comedy-wise they have Neon, Exploding Kittens, Obliderated, and The Vince Staples Show. Strangely enough, two of their biggest new IPs are still missing.
So far, One Piece has been promoted surprisingly frequently for Netflix’s standards but there was no mention of the show’s release. It wasn’t part of the Fall line-up and is currently just set under “Coming Soon” alongside a variety of other projects. Joining it is Avatar: The Last Airbender, which hasn’t had any mention since production started a long time ago.
It’s hard to say if they are part of the Fall schedule at all at this point or even if they still have a chance for a Summer release. One Piece at the moment has the best chances of a 2023 release, but Eiichiro Oda has stated he has the final say on if a project releases or not. So, they may just be waiting for that final “go” before giving it a set release date or timing window. Earlier this year they promised 2023, so it’s not like the series has been completely left on the wayside.
It’s a big show with a very big international audience that has yet to grow stateside. So, they will likely want to jump in as much as they can once they have a more set with the current rumor still pointing to a late August release. Perhaps it’s not part of the Fall line-up as it’s still set as the big final push in the Summer line-up that mainly has The Witcher’s next season on the horizon going into June and July.
Avatar: The Last Airbender, however, is still a mystery. We don’t even have an official logo or Twitter handle for the series based on a very popular brand. While the original creators left the project, you’d think they would still want to push it heavily nay way they could given the built-in audience but silence still remains their de facto strategy for this property.
They aren’t the only ones, as 3 Body Problem is also suffering from a silent promotion since the brief tease in last year’s Geeked Week. That event also seemingly has been left behind with TUDUM returning for an in-person event but no official promotion of any kind of their live stream teasing their future slate. Netflix is adjusting to a post-COVID world but is still leaving many wondering what exactly is their strategy and why are they so silent on some of their biggest ventures moving forward.