LA 2024 Announces Collaboration with Hollywood Film Studios For Olympics Bid
The LA 2024 campaign has announced a partnership with four major Hollywood studios to ramp up the creative power behind their Olympic bid. Disney, FOX, NBCUniversal, and Warner Bros. have all joined the collaboration to produce Olympic and Paralympic content for both the bid and the actual Olympics, provided L.A. beats Paris. Among the LA 2024 leadership is Disney CEO Bob Iger, so it was arguably only a matter of time before some kind of partnership was launched.
In the press release, the LA 2024 campaign emphasizes the brand reach and engagement possibilities of working with these film studios. There are few specifics, with the exception of announcing a partnership between the studios and the Olympic Channel, the over-the-top streaming service from the International Olympic Committee that launched immediately post-Rio 2016. The press release also mentions how the Cultural Olympiad will showcase the history of Hollywood and Los Angeles and its role in shaping the film industry. The Cultural Olympiad is an element of LA 2024's bid to showcase the cultural and artistic reach of Los Angeles alongside bringing in artistic talent from around the world. The details of the Olympiad in the official Games Concept underplay the role of Hollywood and cinema, instead prioritizing non-profit arts organizations like the Getty's Pacific Standard Time, so it is unclear to what degree the film industry will dominate the cultural arm of the Olympics.
The LA 2024 campaign has continually focused on technological innovation as the heart of its mission. The future of L.A.'s transit system seems dependent on the games' fruition, and the LA 2024 campaign presents L.A. as the beacon of an interconnected, culturally heterogeneous, forward-thinking world. The collaboration with the studios falls in line with this concept, because it emphasizes the future possibilities of the games' broadcast and production. The LA 2024 priorities are in moderate contrast to the Paris 2024 campaign, which emphasizes the history of the games and its role as an internationally-shared experience. We're still six months away from the final announcement, so until then we can keep watching Mayor Eric Garcetti awkwardly kick a soccer ball down a hallway.