
Siegfried Anthony/Variety via Getty Images
Netflix said Monday it has closed its upfront sales process, hitting its target of nearly doubling its ad commitments.
In reporting quarterly earnings last month, Netflix execs reaffirmed their expectation that ad revenue will hit $3 billion in 2026, twice the 2025 level. The streaming giant is in the fourth year of its exploration of ads, an initiative that reversed more than a decade of resistance to the idea. It now annually presents its wares in an upfront presentation to advertisers in New York, alongside other pitches from YouTube, Amazon, Disney and other big media sellers.
“This upfront proved that advertisers are more excited than ever to work with Netflix, where they can access the most engaged audiences, with an ad tech platform built to drive results, all centered around series and films that never disappoint,” Netflix ad chief Amy Reinhard wrote in a blog post.
Notable draws for buyers, she said, included returning series like Love Is Blind, Big Mistakes, Bridgerton, Emily in Paris, Nobody Wants This, and Running Point, as well as upcoming feature films including Narnia: The Magician’s Nephew.
Netflix has also pushed aggressively into live sports and sports-adjacent fare, acquiring rights to the WWE’s weekly Raw showcase along with NFL and Major League Baseball games. The 2027 FIFA Women’s World Cup saw “extremely high” demand, Reinhard said, with game sponsorships sold out and in-game inventory nearly gone.
The company has also rolled out a new set of ad tools to help buyers. They include programmatic enhancements like enabling deals through the CTV Marketplace or at the instigation of demand-side platforms. The latter enables buyers to transact with Netflix via DSPs they already use, including Google, Amazon, Yahoo or The Trade Desk. Pause ads are also available to buy programmatically across all DSPs.
In announcing the upfront news, Reinhard also said the Media Rating Council has granted accreditation to the Netflix Ads Suite.
Netflix said it is planning its first international upfront events for ad buyers in Mexico City, São Paulo, Tokyo, London, and Paris. At last May’s upfront in New York, Reinhard announced that Netflix’s ad tier, which has grown to 250 million monthly unique users, would expand to 15 additional countries.
>
NBC will host a special Law & Order: Special Victims Unit marathon featuring the best of Mariska Hargitay‘s episodes Thursday, Sept. 10, as a tribute to the upcoming Emmy Awards host. Two days prior, fans will enjoy the Season 28 premiere of the popular procedural on Thursday, Oct. 8 at 9 p.m. ET/PT.
Hargitay won an Emmy Award for Outstanding Lead Actress in a Drama Series for her portrayal of Detective Olivia Benson on Law & Order: SVU in 2006, and has been nominated a total of 8 times for her work on the series. This year, Hargitay is also up for two additional Emmy’s for her contributions as producer and director to the documentary My Mom Jayne, about her mother Jayne Mansfield: Outstanding Documentary or Non-Fiction Special and Outstanding Director for a Documentary/Non-Fiction Program.
The first-time Emmy host will hit the stage at the Peacock Theater in downtown Los Angeles on Monday, Sept. 14 at 8 p.m. ET/5 p.m. PT.
Starring Hargitay and her second-in-command, Ice-T as Sgt. Odafin “Fin” Tutuola, the series chronicles the lives of the Special Victims Unit of the New York City Police Department, an elite squad of detectives who investigate crimes of sexual assault, child abuse, and domestic violence. Kelli Giddish, Peter Scanavino, Kevin Kane, and Aimé Donna Kelly also star. Later this year, the long-running series will surpass 600 episodes.
The three-episode block will feature the following episodes:
8 p.m. – “Charisma”(Emmy-nominated episode; originally aired Nov. 16, 2004)
9 p.m. – “911” (Emmy-winning episode; originally aired Oct. 4, 2005)
10 p.m. – “Undercover”(Emmy-nominated episode; originally aired April 15, 2008)
The series is executive produced by Dick Wolf, Michele Fazekas, Hargitay, Ken Brown, Rebecca McGill, Anastasia Puglisi and Peter Jankowski. Universal Television, a division of Universal Studio Group, produces in association with Wolf Entertainment.
>
In the 1970s, a young Anthony Bourdain found himself in the small coastal town of Provincetown, Massachusetts. It’s where he spent four summers, getting his start in the culinary world as a dishwasher in a local restaurant and graduating to line cook.
Decades later, screenwriters Todd Bartels and Lou Howe trekked to Provincetown, retracing the steps of the young man who would become a cultural icon and host of the celebrated shows Parts Unknown and No Reservations.
The duo — pals from boarding school and later Harvard — wanted to write a movie about Bourdain, but didn’t want a cradle to grave story. They had a hunch a few chapters he wrote in his memoir Kitchen Confidential about his summers in Provincetown could be the key.
“The movie started kind of coming together in our minds,” says Howe hours spent in Bourdain’s favorite dive bar Old Colony Tap and other haunts.

Siegfried Anthony/Variety via Getty Images
That movie opened in limited release over the weekend, with Tony starring The Holdovers breakout Dominic Sessa as the chef, who died in 2018. A24 and director Matt Johnson are behind the project, telling the coming-of-age story about a guy who would later describe himself as “a spoiled, miserable, narcissistic, self-destructive and thoughtless young lout, and badly in need of a good ass-kicking.” That’s the kind of guy who makes for an interesting protagonist.
Before their Tony journey, Bartels and Howe established their biopic bona fides writing the Dolly Parton script Dumb Blonde, their first project together. It was strong enough to land on the Black List of best unproduced screenplays in 2022, and land the backing of producers Tim White and Trevor White, whose movie King Richard netted Will Smith an Oscar. Then, it met an unsurmountable hurtle: another producer was already working on a movie with Parton, forcing them to move on rather than battle a competing project.
Recalls Bartels: “We thought, ‘OK, well, now we’re biopic guys now. That was an experiment and we enjoyed it. What’s our next subject?”
Both were Bourdain fans, as was Emily Rose, who would become their manager at Mosaic. She responded with a resounding yes when they suggested it — the kind of encouragement that got their minds working.
Rose had some inroads in Bourdain world, and eventually landed the guys a meeting with Bourdain’s longtime literary agent Kimberly Witherspoon and with Ottavia Busia, his widow and mother of his child. Both are the de facto keepers of his estate.
Bartels and Howe pitched the movie as a love letter focusing on a single summer about a kid who stumbles into a restaurant and finds his calling. “The problem is, we didn’t know what else happened in the movie beyond that it ended in a clambake,” says Bartels. The estate liked the general concept, but said to come back when they had more.
The time to deliver more when the WGA strike hit in 2023. With nothing else to do, the scribes took a shot and wrote it as a spec. Eventually, director Johnson and star Sessa came aboard, with A24 following.
With all the pieces in place, the estate gave its blessing. There has been a lot of talk this year about biopics glossing over unflattering portraits of its subjects, particularly if the estate is involved. Not so here.
“If anything, Kim was, was encouraging of pushing it more,” says Howe. “Tony was very honest looking back on this period in his life. When he wrote about it or talked about it, he would, say things like, ‘I treated the world like my ashtray,’ or ‘I needed a good ass kicking.’”
The film bucked trends in other ways as well. In unusual circumstance for a pair of writers, the duo continued on with the project through its production, with director Johnson and his go-to scribe Matthew Miller forming something of a writers room with Bartels and Howe. All four men are credited on the screenplay, with Bartels and Howe’s earlier script landing on the 2024 Black List.
“We don’t want to be the kind of screenwriters who live in a cave by ourselves, and press send on an email,” says Bartels. “We want make our own movies, direct our own movies.”
They also were on set, earning executive producer credits. There, they got to observe how Johnson and master craftspeople operated, like One Battle After Another cinematographer Michael Bauman and The Holdovers production designer Ryan Warren Smith.
Howe and Bartels have been writing for years, but hit a new stride thanks to Tony. They’ve already worked on another high-profile project, Metal Gear Solid, the upcoming adaptation of the popular video games that have high flying filmmakers Zach Lipovsky and Adam B. Stein directing.
It might not seem like a natural project post-Tony move, but the biopic helped them land the deal. The directors wanted biopic energy for the project, and the guys treated the assignment as a biopic for protagonist Solid Snake.
But when they were in the running for the job, they’d never written an action scene, so they submitted the climactic clam bake from Tony, as well as a big concert scene from their never-made Dolly Parton script.
“Those were kind of the closest things to action sequences,” Howe says with a laugh. Good enough to show they could handle it, and they landed the job.
They also are developing the true crime podcast Murder 101 at Amazon Studios, with Jon Watts attached to direct and produce, and have a script about the origins of MTV, and another about Jacqueline Bouvier’s whirlwind romance with JFK.
As for Tony, Bartels sums it up: “It was a dream come true, honestly, that we were in a bar in Provincetown four years ago, dreaming up this thing.”
>
EXCLUSIVE: Legendary’s new Monsterverse series for Apple TV has added Connie Nielsen (Gladiator, Wonder Woman) and Stana Katic (Castle, Absentia) to its expanding cast led by Wyatt Russell, who also executive produces. Character details are under wraps.
Nielsen and Katic also join the previously announced Millie Brady, Pilou Asbaek, Corey Stoll, Ralph Ineson and Nyasha Hatendi.
From showrunner Joby Harold, the series will follow the story of Colonel Lee Shaw (Russell), an American operative who, in 1984, went on a secret mission behind enemy lines in an attempt to stop the Soviets from unleashing a horrific new Titan big enough to destroy the U.S. and turn the tide of the Cold War.
The character of Lee Shaw originated in the series Monarch: Legacy of Monsters, with Russell’s father Kurt Russell playing the older version and Wyatt Russell as the younger version.
Legendary’s Monsterverse is an expansive cross-platform story universe centered around humanity’s battle to survive in a world facing a catastrophic new reality – the monsters of myths and legends are real. Beginning with the Godzilla film in 2014 and continuing through 2017’s Kong: Skull Island, 2019’s Godzilla: King of the Monsters, 2021’s Godzilla vs. Kong, and most recently Godzilla x Kong: The New Empire, along with the eagerly anticipated sequel Godzilla x Kong: Supernova, which is set to release in 2027.
The new series is executive produced by Harold and Tory Tunnell for Safehouse Pictures, alongside Russell, Chris Black, Kyle Bradstreet, Alex Boden, Dillard, Andy Goddard, and James Skotchdopoloe. Hiro Matsuoka and Takemasa Arita executive produce on behalf of Toho Co., Ltd., the owner of the Godzilla character.
Nielson is represented by UTA, Untitled Entertainment, and Lichter, Grossman, Nichols. Katic is repped by The Gersh Agency, Principal Entertainment, and Nelson Davis Law.
>
Search For Canadian TV Actor Stewart McLean Now Homicide Investigation
These ’90s fashion trends are making a comeback in 2017
According to Dior Couture, this taboo fashion accessory is back
Model Jocelyn Chew’s Instagram is the best vacation you’ve ever had
Your comprehensive guide to this fall’s biggest trends
9 Celebrities who have spoken out about being photoshopped
Emily Ratajkowski channels back-to-school style
A photo diary of the nightlife scene from LA To Ibiza