Google Quietly Launches 100 Zeros

Sometime in the past year, Google launched a film and TV production initiative called 100 Zeros in a multi-year partnership with management company Range Media Partners.

The Big Picture: 100 Zeros takes a more arm’s-length approach to influencing the entertainment industry in comparison to its foray as a full-fledged premium streaming service with YouTube Originals. But as Google navigates its cultural impact — especially in relation to rival Apple’s hefty investment in the industry — 100 Zeroes could turn young audiences into Google-product customers.

Behind the Scenes: Google has turned to the team at Range (Longlegs, A Complete Unknown) to be the ultimate Android influencers.

• Range is tasked with pinpointing both scripted and unscripted films and shows that Google can get involved with either as a co-financier or co-producer, per Insider. The initiative is overseen by Range partner and manager Rachel Douglas.
• Google is planning on only being involved in projects that are meant to be sold to studios and premium streamers. YouTube won’t be looked at as a distribution platform despite commanding more watch time than any other platform.
• The ultimate hope is to get Google products and services in the hands of creatives to show them, and tech overall, in a positive light (so, Black Mirror is probably not eligible).
• Additionally, Google and Range are partnering on an incubator called “AI On Screen,” which is commissioning short films centered around the tech, with two slated to be turned into feature films.

Final Credits: Google has already invested in its first project — last year’s Neon-released horror film Cuckoo. The company helped put up marketing dollars, giving 100 Zeros prime opening-credits placement. Cuckoo may seem like an odd choice out of the gate, but it shows that the tech giant really wants that cool factor.

And Google will need to recapture that cool factor if it wants to compete with Apple. A recent survey from Piper Sandler found that 88% of teens owned an iPhone. Google has some catching up to do.