Google Gets Into the Movie and TV Business to Boost Its Cool Factor

Google wants to use Hollywood to upgrade your cool factor.

The technology giant has quietly launched a new film and television production initiative, learned Business Insider.

The effort, called 100 zeros, is a multi -year partnership with Range Media Partners, the talent company and the production company whose notable films include “a complete unconnom” and “Longlegs”. He is responsible for identifying projects that Google can help finance or produce. The objective is to put yourself behind a range of scripted and unicated films and television shows. (Companies would not comment on a number or a period.)

Google has a few goals with 100 zeros. Society sees it as a means of bringing the creative community to adopt its new technology products and services, such as its immersive view function that allows you to see things in 3D, space tools that mix physical and virtual worlds and AI.

Google also wants to promote a positive vision of its products – and technology in general – by entertainment with young audiences by helping to shape pop culture.

Last year, 100 Zeros quietly plunged a toe into the water, putting marketing dollars behind an independent horror film of Neon, “Cuckoo”. In exchange, the 100 Zeros logo has been shown in evidence in the opening credits. Google did not look for any advertising for the move, but that was indicative of the alignments he wants: a famous independent studio (“parasite”, “anora”) and a film targeting Gen Z and with Hunter Schafer, known for “Euphoria” and the franchise “Hunger Games”.

In another stage in this direction, Google and Range announced a partnership this spring called “AI on screen” to order short films on AI, in order to make two feature films. Here is how he described one of the shorts, “Sweetwater”: “When the son of a late celebrity visits his childhood house, a piece of mail of the fans reveals a surprising AI, forcing him to reconcile his mother's inheritance.”

“Thanks to our continuous partnership with Range, we aim to collaborate with the Hollywood creative community in a thoughtful and productive way, taking charge of our commitment a creative expression in a responsible manner and by exploring the possibilities of technology through narration,” said a Google spokesperson in a press release.

Google wants to make Android cool

In projects where Google is involved from the start, the company would not disturb if the characters have tightened Android phones instead of iphones and used its features as “Circle To Search”. This has provided that integration is not forced. The placement of products is not the main goal of 100 zeros, however. Google has a separate effort with United Talent Agency for Marketing Partnerships like its recents with “The White Lotus” and “wicked” to promote the pixel.

One of the ways in which Google will judge the success of the initiative is how it affects popular feeling around the products and services of the company. Google dominates the world market for mobile phones, but is sold by Apple in the United States. Apple has won a strong suite with the Z generation with its luxury image and its blue text bubbles which can ensure that Android users feel excluded. His phones have become anchored in pop culture, appearing in buzzing titles as “succession” and “Knives Out”. Piper Sandler's spring survey revealed that 88% of us adolescents had an iPhone.

Beyond Android, Google Search loses its grip on young people, which go more and more in AI or other platforms like Amazon and Tiktok to obtain answers to their questions.

Google does not look at YouTube as a distributor

Consumption brands are using more and more Hollywood style entertainment to disseminate their messages, because it has become more difficult to draw people's attention with traditional advertisements. Interest is welcome in Hollywood short of money.

A common approach to brands is to rely on filmmakers and established agencies to develop or produce projects. A handful of brands like Procter & Gamble and Wetransfer went further and hired internal expertise. Google’s efforts are similar to those of Waffle Iron Entertainment, a Nike studio set up to create original entertainment that align with the objectives of the company while operating remotely.

100 Zeros has a dedicated small personnel: Penny Lin, producer of films within range, and the managers of Casey Durant and Tony Nguyen. Rachel Douglas, partner and manager, supervises the relationship with Google. On the Google side, the point person is Jonathan Zepp, Managing Director of emerging content experiences.

“This initiative is different in that it has full -time people who come out of Hollywood and who are housed and supported by the range,” said Douglas about 100 zeros.

The flirting of consumer brands with films is not guaranteed to last. Some have stopped or slowed down film projects among President Donald Trump's prices and attacks on Dei. Even before the new tariffs, certain companies that had made commitments to space – notably Starbucks, Marriott and Southwest Airlines – dismissed marketing specialists who worked in the entertainment filmed in the largest business cuts, a reminder of tenuous nature of the work.

One aspect of 100 zeros that people could find surprising is that it does not seek to take advantage of YouTube as a main distribution platform. YouTube has become a television mastodon and worked to make a house for premium programming. But 100 zeros is not trying to recreate Youtube Originals, the stabbing of the platform to make original programs, or even to use YouTube as the first stop for these projects. Instead, the objective is to sell projects to traditional studios and banners like Netflix.