After 100 days of striking writers—plus about a month of picketing performers—the Hollywood C.E.O.s decided to get hands-on with the industry’s labor crisis, presenting a counteroffer to the WGA on Aug 11. That didn’t elicit the desired result—the guild described it as “neither nothing, nor nearly enough”—and this week, the studio/streamer alliance brought in crisis P.R. consultant Molly Levinson, who’s spun for everyone from the U.S. Women’s National Soccer Team to the legal team of Theranos founder Elizabeth Holmes.
Whether Levinson can help the AMPTP image is debatable, but there’s no question that the organization and its eight key members—Disney, Universal, Warner Bros., Sony Pictures, Paramount, Apple, Amazon, and Netflix—is facing a crisis, and it’s primarily of the member companies’ own making. So what did the executives bring to the table after 100 days? Let’s take a closer look at the counteroffer and the process, itself. There are nine issues, several of them potentially fatal.