The chipped Formica of the diner booth felt cold under Etan Frankel’s elbows as he scrolled through the endless stream of “Tiger King” memes back in 2020. The Netflix docuseries had become a cultural obsession, a bizarre, true-crime spectacle unfolding just as the world went into lockdown. Now, years later, Frankel isn’t just reflecting on the frenzy – he’s stepping further into the arena of translating real-life chaos into scripted drama, this time with a first-look deal at Fox Entertainment Studios. But this isn’t simply about capitalizing on true-crime’s continued dominance; it’s a signal of a larger shift in how studios are betting on storytelling in a fractured media landscape.
The Rise of the “Brand” Storyteller
The deal, announced Tuesday, positions Frankel to develop and produce scripted series across genres for Fox Entertainment’s in-house studio. It’s a move that echoes a growing trend: studios aren’t just buying ideas, they’re buying storytellers. This isn’t new, of course, but the scale and focus are changing. In 2023, overall studio production spending reached $22.8 billion, a 16% increase from the previous year, according to a recent report by the Motion Picture Association. A significant portion of that investment is now directed towards securing exclusive relationships with creators who have demonstrated the ability to generate buzz and, crucially, translate that buzz into viewership. Hannah Pillemer, Fox Entertainment Studio’s head of scripted, explicitly called Frankel an “exceptional storyteller” with “commercial appeal” – a phrase that reveals the studio’s priorities. It’s not enough to be critically acclaimed; you need to deliver an audience.
Source material: The Hollywood Reporter.
Frankel’s resume certainly fits the bill. He’s navigated the shifting sands of streaming with projects like Sorry for Your Loss on Facebook Watch, a platform still striving for mainstream recognition, and Joe vs. Carole on Peacock, a direct response to the “Tiger King” phenomenon. The latter, while not achieving the same viral heights as its source material, demonstrated his willingness to tackle complex, controversial stories. His current project, Prism, a Netflix series starring Millie Bobby Brown and backed by Joe and Anthony Russo’s AGBO and Rachel Brosnahan, further solidifies his position as a creator capable of attracting A-list talent and generating pre-release excitement. The involvement of AGBO, the production company behind blockbuster hits like Avengers: Endgame, suggests Netflix is positioning Prism as a major tentpole series.
Beyond the Headlines: The Appeal of Messy Truths
What connects Frankel’s work isn’t a single genre, but a fascination with the messy, often uncomfortable truths lurking beneath the surface of seemingly sensational stories. Sorry for Your Loss explored grief with a raw honesty that resonated with viewers, while Joe vs. Carole attempted to unpack the complicated dynamics of exploitation, animal rights, and the American obsession with spectacle. This willingness to delve into moral ambiguity is increasingly appealing to audiences who are skeptical of traditional narratives. A recent Pew Research Center study found that 65% of Americans believe the media is biased, fueling a demand for stories that acknowledge complexity and avoid easy answers.
This is where Frankel’s value lies. He’s not simply recreating headlines; he’s attempting to understand the human stories behind them. He’s building a brand around a specific kind of empathetic, unflinching storytelling. His statement about partnering with Fox at a moment of investment in “bold, creator-led storytelling” isn’t just PR speak. It’s a recognition that studios are realizing they need to cede some control to creators who can connect with audiences on a deeper level.
The Fox Gamble and the Future of Studio Deals
Fox Entertainment Studios’ move is particularly interesting given the company’s history. While known for broadcast television, Fox has been aggressively expanding its streaming presence, and this deal signals a commitment to premium scripted content. The studio is clearly hoping Frankel can replicate the success he’s found elsewhere, bringing his unique voice and audience appeal to the Fox ecosystem. The financial terms of the deal weren’t disclosed, but industry analysts estimate first-look deals of this caliber typically range from $500,000 to several million dollars annually, depending on the creator’s track record and the scope of the agreement.
But the question remains: can Fox provide the creative freedom Frankel needs to thrive? Studios often promise “creator-led storytelling,” but the reality can be more restrictive. Will Fox allow him to tackle truly challenging subjects, or will it prioritize projects that fit neatly into established brand guidelines? The success of this partnership will hinge on Fox’s willingness to embrace the “boldness” it claims to champion. As more and more creators sign exclusive deals with studios, the industry will be watching closely to see which partnerships truly empower storytellers and which simply become gilded cages. Will we see a new wave of genuinely original series, or just a proliferation of safe, predictable content?
