Photo by Christian Petersen/Getty Images
NFL Films has long been known for its unparalleled football documentaries. The production company is now looking to expand beyond unscripted content, and even beyond network boundaries.
Just over a year ago, the NFL announced a joint venture with Skydance Sports to grow its NFL Films footprint amid a surge in demand for sports docs, particularly on streaming services; Executives said they anticipate a potential annual output of 20 to 30 documentary projects. After more than 60 years of focusing on football, NFL Films also wanted to change its image.
“We're a bit of a victim of our own success,” said Ross Kitover, a senior executive at NFL Films. “Everyone's thinking, 'Oh, NFL movies?' John Vecinda and a slow-moving ball in the air. But the truth is that we invented the access genre.
After more than 20 years Strong blows This sports doc debuted with the Baltimore Ravens in 2001, and has become a staple part of many leagues' marketing plans and streamers' catalogs.
“Every year we do this Strong blows And LeBron Tweet'Why isn't there?' Strong blows In the NBA? Kitover said. “Well, now you can hire the company that does it Strong blows To do so Strong blows For these other sports, we are excited about this opportunity.
Naturally, there's also more competition between production companies for these types of shows now. in October, The Wall Street Journal It was reported that James' company SpringHill is in talks to create a basketball series for Netflix. Then there's Box to Box Films, which I started Formula 1: Driving to surviveas well as Words + Pictures, an ESPN DNA production company that recently pursued NASCAR and the USWNT for its own Netflix series.
NFL Films believes her experience will help them win new projects, particularly their proven ability to elicit the trust required from athletes and teams who may be hesitant to allow cameras to invade their daily routines. The company's producers have allayed similar concerns countless times now; They also developed a set that could be cast with more skill than a typical Hollywood crew.
Another calling card for NFL Films is response time Strong blows On a weekly cadence rather than setting it in the newsroom over the course of months. This requires additional resources to keep track of the many possible storylines, in addition to believing it is a story will They come together, instead of planning ahead.
“Not predetermining the story is a storytelling tightrope,” said Ken Rodgers, NFL Films vice president and chief coordinating producer. “I like to think that part of Strong blows The magic is that there is never enough time to think about things. You really have to engage with what's entertaining, exciting, emotional… and bring that to the screen.
Why stop at sports? “We've heard stories out in the world — 'Hey, what about?' Strong blows But with NASA astronauts?'' Rodgers said. “What about, you know, Strong blows But with computer engineers, or Broadway plays? “The possibilities are endless.”
For now, football remains what NFL Films does best, and the demand for sports content continues to grow. That was evident through its 2023 projects, seven of which reached No. 1 across ESPN+, Netflix, Max, Roku, and Prime Video. Quarterback Netflix's takeover in July showed just how much content fans crave, even in the heart of the holiday season.
And with both Bullies from Baltimore And Bye bye Barry, NFL Films showed it could hit viewers' nostalgia centers with its look-back documentaries. In fact, Rodgers said, he has a very simple formula for predicting what will happen, where he takes a period of 20 to 30 years and brings those stories to life.
Look at the latest modern sports songs, from The last dance to BeckhamIt's hard to argue with Rodgers' rule. “It's almost unromantic to break it down that way,” he said. “You think it's magic, but it's really just the mystery of time and the mystery of nostalgia.”
NFL Films hopes the nostalgia will also help elevate its next high-profile project: a documentary series focusing on Jerry Jones and including previously unseen archival footage. (The Cowboys' deep playoff run probably won't hurt this year, either.)
The set also has its landmarks set on scripted fare. What will the NFL version be? Ted LassOh look? Or her Winning time: Rise of the Lakers dynasty? A Vince Lombardi film was released, as were children's programs.
The NFL has separated itself in the world of sports, and perhaps even in the larger galaxy of culture. It has withstood broken cable TV distribution, weathered political polarization, endured the pandemic, and weathered countless boycotts and controversies. This is largely thanks to its ability to tell a series of stories – introducing new faces, recalling legends of the past, and tracing the franchise's long quest for immortality. NFL Films has often been at the center of this process. Who's to say what tale you might tell next?
