Dissecting the Red Sox' big Netflix gamble
Some of the initial reaction to the announcement that the 2024 Red Sox season will be documented by Netflix is predictable (and somewhat understandable) considering the team's current lot in life.
We don't care. Get better players. Pay some more money to get those players.
Understood.
But there is good news for even the most frustrated and enraged follower of the Red Sox. There is hope that that curtain that hides so much way too much of the time, will be pulled back at least a bit. That has been the modus operandi of similarly-produced Netflix project, and by all accounts, the same approach will be taken this time around.
According to Red Sox Chief Marketing Officer Adam Grossman, the Red Sox do not have editorial say/final cut in the project that is being tentatively titled 'Play Ball' and will be released in 2025. (There is also going to be a multi-part series diving into the Red Sox' 2004 championship run.)
Appearing on the 'Baseball Isn't Boring' podcast, Grossman admitted there is some nervousness in jumping into such a thing. They should be nervous. And that should make Red Sox fans happy.
"This is different. It requires access. It requires buy-in. And it requires a level of vulnerability that oftentimes is not what your instinct would allow you to do," Grossman said on the podcast.
This isn't the NFL-run 'Hard Knocks', or something like 'Behind the B', which the Bruins have the hammer on. That's not how these Netflix things work. And the guess is that there are going to be some slap-in-the-face moments for the participants that serve as reminders.
In these sort of things, disaster and chaos are often embraced by the production. It is the fail-safe for when Plan A - siphoning the interest that comes with a winning team - doesn't work out.
In other words, if there is another sad trombone of a season, there will be something to look forward to.
There are, obviously, some key questions coming:
1. Why wouldn't the Red Sox execute more of a shock-and-awe offseason in building this 2024 team knowing that such a spotlight was going to be put on them?
First off, understand that this whole thing - which, make no mistake about it, is a John Henry/Tom Werner-sponsored initiative - has been in the works for about 2-3 years. The road map to actually executing such a thing was never going to be constructed with on-the-field-perception as the priority. This was a marketing play from the get-go, and - for better or worse for the Red Sox - will continue to be.
2. Are the players really going to be agreeable to this kind of access?
It's an interesting dynamic because 10 years ago the thought process might have been dramatically different. But when it comes to Major League Baseball players these days, a huge part of any acceptance is wanting to be where the cool kids are at. And, right now, being on Netflix - unless your nickname is 'Tiger King' - is perceived as the place to be. Will there be some who run from the cameras? Yes. But an informal survey - along with the quotes provided in the press release - suggest the majority of those who are signing up to be in the crosshairs are on board.
President & CEO Sam Kennedy:
“This is one of the largest marketing initiatives we have ever undertaken. When we formally began discussing this opportunity nearly 18 months ago, we stressed to our players that the decision to pursue this project would ultimately be up to them. I am proud of our players, Alex Cora, and our baseball operations leadership for having the courage to embrace such a project and open our clubhouse and Fenway Park to a truly global audience.”
Chief Baseball Officer Craig Breslow:
“I can appreciate how special this opportunity is, both as an executive and as a former player. So much goes into the pursuit of a World Series Championship, from the players performing on the field to the front office working tirelessly behind the scenes. We’re building something special here in Boston, and I’m excited for fans to see the work that goes into that.”
Manager Alex Cora:
“We’re going to embrace this experience from the very first day of filming to the last. This is an incredible opportunity for the entire Red Sox organization, but I’m most excited about what this means for our players. Netflix will be able to magnify their stories in a way Major League Baseball has never seen.”
Pitcher Nick Pivetta:
“I think fans all over the world will gain a new appreciation for the grind of a baseball season, and people who aren’t already fans will gain new respect for the sport. I’m looking forward to being a part of the experience with my teammates and the entire organization.”
Shortstop Trevor Story:
“This is a unique opportunity the players didn’t want to pass up. I’ve enjoyed the behind-the-scenes access in Netflix’s other sports documentaries, and now we get to give the fans an unparalleled look at the passion, sacrifice, and hard work it takes to be a Major League Baseball player.”
Outfielder Rob Refsnyder:
“We don’t take for granted that our fans spend hard-earned money to come out and support us day in and day out. We truly appreciate them, and we’re excited to provide them with an inside look at a Major League Baseball season.”
3. Are the Red Sox getting a cut from the production's profits?
No.
This sort of project hasn't really worked in Major League Baseball before, in large part because of the walking-on-eggshells mentality that everyone in the sport has lived with. But those haven't been Netflix.
Could it actually hurt the Red Sox' brand? Absolutely. This is undoubtedly a flip-of-the-coin when it comes to how this will end up for Henry and Co. But for everyone else - fans and haters, alike - it seems like a certainty: It can't hurt. And these days in most corners of the New England sports world, that is what we are settling for these days.