Netflix and Amazon redefine Emmy campaigning: Now you need to give voters an experience

Navigating through the maze of rooms and displays at Netflix’s massive new Emmy campaigning space in Beverly Hills — Look! The bikes from “Stranger Things”! Tituss Burgess’ wardrobe closet from “Unbreakable Kimmy Schmidt”! — “Orange Is the New Black” actress Taryn Manning finally arrived at her own show’s exhibit, which included a wall adorned with (what else?) navel oranges.

“I’m going to have to remember all this next time I negotiate my contract,” joked Manning, who plays Pennsatucky on the series.

Netflix’s splashy investment in a 24,000-square-foot promotional venue on Wilshire Boulevard has a lot of folks in the television industry rethinking things these days.

The location, along with a smaller though still sizable effort from Amazon Studios at the Hollywood Athletic Club, has redefined Emmy campaigning this year. Sending out a DVD mailer and hosting a panel discussion at the Television Academy is yesterday’s news. Emmy voters now need an experience.

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