Ben Stiller and Eddy Cue Talk ‘Severance’ and Talk Shop at SXSW

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For the same reason Apple produces fewer types of hardware than some of its rivals, Apple TV+’s content library isn’t as expansive as those of its competing streaming services, according to Eddy Cue, a longtime Apple executive who spoke at SXSW on Sunday.

At the Austin, Texas festival, Apple’s long-standing VP of services, Cue, joined Ben Stiller, executive producer and director of the popular drama “Severance” on Apple TV+, for a discussion that covered various topics including the status of Apple’s business, the future of Showtime, and intricate details about the creation of “Severance,” as the show approaches its Season 2 finale set to release on March 21.

Cue stated during his discussion with Stiller, ‘When we create something outstanding, it should appeal to many, ideally all. This is why, when considering our shows and products, we’re not focusing on a limited group. Instead, we aim to cater to everyone.’ He acknowledged that it might not be possible to attract everyone to watch or use our offerings, but the mindset remains the same.

Cue remarked again, pointing out that by concentrating on a few key aspects, one can achieve success. He believes the show has indeed done this exceptionally well. In fact, it’s been quite some time since he felt the program was so captivating. Recently in Singapore, whenever people learned about his TV+ involvement, the first topic they brought up was this very show.

Stiller conceded that it’s challenging for Cue and the Apple TV+ programming team to introduce fresh television shows and films, given the competitive nature of today’s entertainment marketplace.

In today’s world, it’s incredibly challenging for something to stand out and capture an audience, given the vast amount of content available. As Ben Stiller pointed out, our generation (we’re around the same age) had a different experience. When we were younger, movies were the primary form of entertainment, and television was secondary. However, now there’s an overwhelming number of other distractions vying for people’s attention. So, I’m intrigued to know how you manage this challenge, particularly when overseeing Apple TV and music. With so many engaging options competing for viewers’ focus, how do you ensure that the content you’re producing attracts a substantial audience? It seems like an uphill battle to capture people’s interest amidst all the excellent content available.

Cue underscored the significance of careful selection in aligning with Apple’s philosophy of providing top-tier products across all their endeavors.

As an ardent fan, I can tell you that our approach is quite deliberate. We’re not just tossing 20 ideas at the wall and hoping one will stick; each show we create needs to resonate strongly, or else our efforts amount to nothing. This level of dedication and focus creates a certain pressure, but I believe it drives us to continuously improve and deliver the best content possible.

Cue commended “Severance” for standing out as a series that consistently fuels weekly cultural debates. He pointed out that Apple recognizes the strong audience interaction surrounding discussions and in-depth analyses of each episode, found in both podcasts and YouTube content.

Cue mentioned that it’s been quite some time since we’ve encountered a show as captivating, stirring both the public’s imagination and culture. This brings back memories of shows from the past when everyone eagerly awaited each new episode, tuning in on specific nights with great anticipation all week long. That’s exactly what this feels like.

Among other topics addressed by Cue and Stiller:

Stiller got straight to the point when he spoke with the Apple top executive: “How’s Apple doing? I occasionally have concerns,” he said to Cue. “It’s a challenging market, which is fantastic, but everything seems to be going alright, correct?” Cue answered. “We’re managing well. We’re, like you, striving to do our best and develop new items that people truly appreciate.” Stiller then responded, “Understood, all good.

During a conversation about his previous work for Showtime, Stiller veered off topic to inquire about the current status of pay TV services. “Are they still around?” Stiller inquired, having directed the 2018 Showtime miniseries “Escape at Dannemora.” Fortunately, Cue had an answer at hand. “They are,” he replied, “they’re now part of Paramount+.

Initially, Stiller acknowledged Zack Van Amburg and Jamie Erlicht from Apple TV+ for believing in his idea that Adam Scott should portray Mark S., a role they hadn’t initially envisioned themselves. They were discussing this as they recalled that “Severance” was one of the first shows approved for Apple TV+ back in 2019. As they brought Dan Erickson’s pilot script to life, Scott was already in Stiller’s thoughts for the part.

From the start, Adam Scott was the actor I had in mind for the role of Mark. The producers, Van Amburg and Erlicht, weren’t necessarily against Adam, but they envisioned the character differently. At the time, Apple TV+ was still new, so we considered other options. However, after some discussion, I suggested revisiting Adam, and they were open to it. He performed a reading, and their response was, ‘Yes, he’s perfect for the role.’ This marked the beginning of a creative process that involved a lot of back and forth, as well as trust in our collaboration.

(Disclosure: EbMaster and SXSW share a common owner in PMC.)

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2025-03-10 05:47