During the BET Awards, Netflix premiered a TV spot called “A Great Day in Hollywood” promoting its Black creator-driven projects such as “Luke Cage” and “Dear White People,” as well as stars and show creators that have worked on original shows for the streaming service.
While the spot was conceived and created months ago by Netflix’s Strong Black Lead Team, the premiere comes with some weird timing, as the company fired its chief communications officer Jonathan Friedland on Friday for “descriptive use of the N-word on at least two occasions,” according to an employee memo sent out by CEO Reed Hastings. An individual with knowledge of the situation told TheWrap that the incident had occurred on multiple occasions and that several Netflix employees filed complaints.
The spot was inspired by a famous photo taken 60 years ago called “A Great Day in Harlem,” which assembled dozens of the Harlem jazz scene’s most famous musicians. For the TV spot, director Lacey Duke and photographer Kwaku Alston recreated the photo with 47 stars, directors and creators of Netflix originals, including “13th” director Ava DuVernay, “Luke Cage” showrunner Cheo Hodari Coker and stars Mike Colter and Alfre Woodard, “She’s Gotta Have It” creator Spike Lee, and “Orange Is the New Black” star Laverne Cox.
“We’re not a genre because there’s no one way to be black,” says narrator and “Stranger Things” star Caleb McLaughlin. “This is not a moment. This is a movement. We are Strong Black Leads. Today is a great day in Hollywood.”
Strong Black Lead, a new initiative by Netflix, will host live events and social media promotions aimed towards the streaming service’s Black audience. The initiative will feature Netflix originals created by Black directors and showrunners, as well as Black stars from other shows like “GLOW” and “13 Reasons Why.”
Watch the spot in the clip above.
Netflix in July: What's Coming and What to Watch Before It's Gone (Photos)
Arriving July 1: “Jurassic Park” Before the Age of Chris Pratt, there was the Age of Reptiles – revisit the world of Triceratops and killer Velociraptors in the park that started it all next month on Netflix.
Netflix
Arriving July 1: “The Princess Diaries” Anne Hathaway, who recently starred in heist film “Ocean’s 8,” made her cinematic breakthrough as the Princess of Genovia.
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Arriving July 5: “Blue Valentine” Michelle Williams and Ryan Gosling play a young couple in a hopelessly tumultuous relationship and deliver achingly pure performances.
The Weinstein Co.
Arriving July 20: “Amazing Interiors” Put down the Architectural Digest and switch off the HGTV, Netflix's new original series will take viewers inside homes that subvert their ordinary exteriors.
Netflix
Arriving July 27: “Orange is the New Black” Season 6 Though the Netflix dramedy's fifth season divided fans thanks to its unusual (and compressed) storyline, but the show's season 6 return is likely to get approved for parole by longtime watchers.
Netflix
Arriving July 29: “Her” Prepare to shed a tear to Karen O’s “The Moon Song,” which was nominated for “Best Original Song” at the 2014 Oscars.
Netflix
Leaving July 1: “Before Midnight” Movies set in Greece have a 100 percent chance of making you want to spend your airline miles on a one-way ticket to Mykonos. Even if they're as uncomfortably real as Director Richard Linklater’s third visit with Jesse and Céline, which proves a very human story that perfectly complements the dreamy setting. Save it for your most bittersweet Netflix binge session.
Sony Pictures
Leaving July 1: “Lethal Weapon” The 1987 cop film that practically codified the buddy cop genre spawned three sequels and a television series that premiered in 2016. But Netflix seems to be getting too old for this sh--, because it's saying "go spit" to Netflix.
Warner Bros. Pictures
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Netflix welcomes subtle storytelling and technicolor palettes with movies “Blue Valentine” and “Her”
Arriving July 1: “Jurassic Park” Before the Age of Chris Pratt, there was the Age of Reptiles – revisit the world of Triceratops and killer Velociraptors in the park that started it all next month on Netflix.