A politician couldn’t ask for better infomercial than Netflix’s Michelle Obama documentary
But the former first lady isn't running for anything. (Or is she?)
A politician couldn’t ask for a better infomercial than Netflix’s Michelle Obama documentary “Becoming.” The just-released film, by all media accounts, offers a glowing assessment of the former first lady.
“Becoming” is “a carefully revealing look at a whip smart, ferociously practical woman trying to understand how her historic time in the White House changed herself, her family and the nation,” says NPR critic Eric Deggans.
Time's Stephanie Zacharek puts it this way: “There are many, many shots of audiences gazing adoringly at the former first lady, clearly unfazed by the size of the auditorium they’re packed into; they’re captivated by her as she sits there on a far-away stage, answering with dazzling grace the questions posed by any one of the tour’s revolving moderators,” Time Magazine hails.
“Becoming” arrives after a CBS News poll showed nearly two-thirds of Democrats wish Michelle Obama would join Joe Biden’s presidential ticket.
Only Obama isn’t technically running for anything. The film packs a political punch all the same, even if the production hails from Obama’s own company.
President Barack Obama and Michelle Obama signed a massive, multiyear production deal with Netflix two years ago, the details of which remain under wraps.
“Becoming,” based on Obama’s eponymous memoir, which sold more than 10 million copies, marks the third film from the couple’s Higher Ground Productions, following the Oscar-winning “American Factory” and “Crip Camp.”
Republican political consultant Dick Wadhams calls talk of a Biden/Michelle Obama ticket a “fantasy” rooted in realpolitik.
The party craves a vice presidential candidate who can bring its two factions together — the traditional base and the “AOC crowd,” says Wadhams, referencing New York Rep. Alexandria Ocasio-Cortez.
The former frst lady could do that in a snap, he says.
Talk of a Biden-Obama ticket “reveals a lot of the increasing nervousness about Joe Biden,” Wadhams says, from the former vice president’s awkward appearances to ex-Biden staffer Tara Reade’s sexual assault allegations.
“People will fall in love all over again with the Obama era … it will indirectly shine a light on Biden’s weaknesses,” he says of the new film.
Conservative podcaster Andrew Klavan says the documentary’s political heft may depend on Biden himself.
“Joe Biden's mental deterioration is becoming so pronounced, it's possible he may not be the nominee,” Klavan says. “So the only way ‘Becoming’ will have any major impact is if Michelle Obama gets in the race, and then, sure, it'll be free PR for a woman who's already very popular.”
It’s worth noting that while the figures behind the Obamas' Netflix deal remain a secret, other large Netflix partnerships range from $100 million (“Grey’s Anatomy” show runner Shonda Rhimes) to $300 million (producer Ryan Murphy of “American Horror Story” fame).
For context, the Obamas’ memoir package deal set Penguin Random House back $65 million.
Vox: Obamas' $65-million book deal
Part of “Becoming’s” impact depends on the number of eyeballs it draws from the streaming platform. That’s something we may never know, says Dan Rayburn, a streaming media expert and principal analyst for Frost & Sullivan.
“Netflix never gives out any data on the success of their shows,” Rayburn says. The streamer occasionally reveals ratings snapshots, unvetted by outside sources, and now offers a “Top 10” programs list on its dashboard.
As of May 8, “Becoming” landed at the no. 3 slot on Netflix’s list. The film hit the service May 6.
The Obama partnership has generated copious press coverage over the past two years along with “Factory’s” Academy Award for best documentary feature, but Rayburn isn’t sure how much that helps Netflix’s bottom line.
“Netflix doesn’t get paid on advertising,” he says of the subscription-based service. Those subscribers want quality product, not political muscle.
“Consumers care about movies and TV shows ... what do they care about working with a president?” Rayburn asks. “All they care about is, ‘Is the content good?’ Content is king.”
Tom Love, Chief Strategy & Insights Officer at The Streaming Experts, says whatever PR value comes with the Netflix-Obamas bond comes with a catch.
“As long as what they’re bringing to the table doesn’t exclude half the country," says Love, "it’s OK.”
“Becoming” flirts with that problem. The film is mostly apolitical, but in one scene Obama shares her disappointment that more black people didn’t vote for Hillary Clinton in 2016.
Daily Beast on "Becoming" documentary
The overall tone, though, is hard to miss. Elle Magazine notes that while the film isn’t overtly political, Michelle Obama’s “stance on the Trumps is obvious to anyone paying attention.”
Should future Obama/Netflix projects lean more to the left, it might impact Netflix’s bottom line, Love notes. Consider the fate of CNN. The all-news network steered sharply to the left following President Trump’s election, Love says, “and their ratings and numbers fell dramatically.”
He adds: “You have to be a little bit wary as an entertainment brand. Most brands like to stay very neutral.”
Wadhams doesn’t think Michelle Obama is ready to re-enter politics any time soon, regardless of “Becoming’s” impact.
“What’s in it for her? I don’t know if she has any ambition to be president,” Wadhams says.
That doesn’t mean she’s willing to step off the public stage. The First Lady who yukked it up on “Sesame Street” and danced with Jimmy Fallon retains her grip on pop culture.
“When I heard about this arrangement with Netflix I thought [the Obamas] want to have an impact on the political culture and the culture overall in the country," Wadhams says. "What a great way to do it. In the long term you can have a lot more impact [this way].”
The Facts Inside Our Reporter's Notebook
Top Stories
Trending
Just the News Spotlight
Just News, No Noise
