After inking a content deal last summer, virtual MVPD Fubo is officially launching the Ryan Reynolds-curated Maximum Effort channel on its streaming platform, featuring a lineup of both scripted and licensed content.
In August of 2022 actor and entrepreneur Reynolds and Maximum Effort a signed a multi-year deal with Fubo that includes an exclusive first-look arrangement for unscripted TV series as well as a blind scripted deal. Maximum Effort Productions, which was co-founded by Reynolds and George Dewey in 2018 and has been one of the production companies behind Reynolds-starred hits such as “Deadpool 2,” “Free Guy” and “The Adam Project,” has full creative control over content on the Maximum Effort channel. Fubo is managing advertising sales for the channel.
At launch the channel curated by Reynolds and the Maximum Effort team is kicking off with some relaxing content in the evening hours, with a show called “Bedtime Stories with Ryan” debuting at 7 p.m. Eastern time Tuesday. While the channel might be called Maximum Effort, the aim is actually ease, with a focus on comfort watching as the channel seeks to be a “calming antidote to the dumpster fire of our world.”
In the coming months at least four more originals will debut on the channel. In the meantime, it also features licensed content including: Absolutely Fabulous, ALF, The Carol Burnett Show, Extras (UK), Fifteen, Kids in the Hall, Mad TV, The Office (UK), Sports Night and Two Guys A Girl and A Pizza Place.
“I never dreamt I would be able to channel my inner Brandon Tartikoff into an actual TV channel so we at Maximum Effort want to make the most of this,” stated Maximum Effort co-founder Reynolds. ”We believe Fubo occupies the perfect sweet spot between streaming and cable so we’re very grateful for the partnership with Fubo."
When first announced, Fubo disclosed that the streaming company and Maximum Effort would jointly own the channel’s original content, with Fubo able to obtain third-party financing for content if needed. In addition, Fubo also offered Maximum Effort an equity stake work $10 million in shares of common stock.
Non-traditional ad breaks
Another planned feature of the channel is to introduce new kinds of ad breaks with partners.
Autodesk has already signed on as the official Imagination Sponsor of “Bedtime Stories with Ryan.” According to Fubo, it was designed and made using Autodesk’s platforms to assist creatives.
Fubo said the non-traditional commercial breaks are “designed to make every minute spent on the channel as entertaining as possible.”
Along with Autodesk, planned partners on the non-traditional ad breaks include Betty Buzz and Mint Mobile (the latter a budget-friendly wireless service already backed by Reynolds himself, who has often starred in the brand’s commercials).
The premiere episode of "Bedtime Stories with Ryan" are where the first example of the ad innovation will air, with custom "whisper ads" created by Maximum Effort for Autodesk, Betty Buzz and Mint Mobile. The ads will air in the first spot of the firs three content breaks of the show. The company noted that Maximum Effort re-purposed existing ads from each brand with new whisper voice over to tie into the theme of the show. You can view the three spots here.
Commenting on the intersect of content and advertising, Reynolds in a statement said: “The Maximum Effort Channel will try to open the Overton window when it comes to both programming and advertising, but do it in the most gentle, entertaining way possible.”
Dara Treseder, chief marketing officer at Autodesk, in a statement pointed to the importance of ads integrating instead of distracting from content.
"We’re excited to partner closely with Maximum Effort to design advertising as a seamless part of the story, not a disruption to it. Quietly and calmly, we want every dreamer to know that one day, with their biggest ideas and our platform, they can truly make anything," Treseder stated.
Lauren Zeinfield, CMO at Betty Buzz, echoed a similar sentiment.
"Maximum Effort has taken one of our existing ads and quite literally 'mixed up' the voiceover to make the spot fit seamlessly into the content of Bedtime Stories with Ryan. We love making our ads feel like an extension to the programming rather than an interruption," Zeinfield commented.
Notably, the non-traditional ad formats are exclusive to the Maximum Effort Channel on Fubo and won't air on the FAST channel where it's distributed other than Fubo. In addition to Fubo, the Maximum Effort channel will be available to watch on Amazon Freevee, LG Channels, Plex, Slig Freestream, Tubi, Vidaa, Vizio Watchfree+ and Xumo Play.
“Together, we intend to deliver to consumers and advertisers a truly unique content experience that captures Ryan’s vision of joyful entertainment and that is broadly distributed,” said Fubo co-founder and CEO David Gandler. “I want to congratulate all of the teams at Maximum Effort and Fubo, led by Pamela Duckworth at Fubo Studios, who have successfully brought the Maximum Effort Channel to life.”
In the first quarter Fubo’s North American ad sales were flat, generating around $22.5 million in revenue, as it faced continued pressure on the ad market but anticipates reaccelerated ad growth in Q2. Speaking on the company’s first quarter earnings call Gandler also teased that Fubo will be launching refreshed apps sometimes the fall as it hopes to boost engagement, including leveraging AI for enhanced user features and experiences.
Article updated with additional information on non-traditional ad breaks and quotes from Autodesk and Betty Buzz.