This year, the Emmys got honest with themselves about the burgeoning reality of online content streams, expanding its short-form series awards to four categories: comedy/drama; variety; reality/non-fiction; and animation, as well as awards for best short-form actor and actress.

Given the changing landscape, it’s only fitting that Defy Media and Screen Junkies received their first Emmy nomination for Honest Trailers in the variety series category.

“It’s important that the Emmys are now embracing the digital categories because that’s the way things are moving,” said Andy Signore, Defy Media’s SVP of content.

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It’s a huge step for the YouTube channel, which recently launched its own SVOD service, Screen Junkies Plus.

“It helps legitimize this brand,” said Signore. “We’ve been working hard trying to build it into something more than just a jokey series.”

Following a Twitter campaign taken up by Honest Trailer fans, the merc with a mouth himself, Ryan Reynolds, got in touch with Andy. After some back and forth, Deadpool starred in his own Honest Trailer, a first for the digital brand.

“It was amazing how much [Ryan] got it,” said Signore. “It spoke amazingly of our brand that not only would he want to do it well for Deadpool’s sake but he knew our brand enough that he was making time in the midst of a shooting schedule and his new kid. He saw how much fun this could be.”

“We wanted to submit a TV show, but the honest reality is TV shows are so much harder to put trailers together for because there’s so many hours of TV per season,” said Signore. “We felt at the end of the year, the standout was securing Ryan Reynolds. Not only were we happy with the trailer, it was such a monster success that it was a no brainer to submit.”

Signore and company didn’t rest on the nomination, creating buzz with an Honest Emmy trailer, a digital spin on a “For Your Consideration” ad that felt like a breath of fresh air.

“We have this outlet and show that attracts millions of viewers. Why not take advantage and give the viewers a bunch of fun TV shows and a refresher on who’s up for the Emmy, and might actually get us some attention, to find Emmy voters and tell them, ‘we’re here, I hope you take us seriously,’” said Signore.

It was a bold move to rib on the Emmy ballot, but that’s what it means to be honest.

“How else would we do this? Let’s not shy away from who we are and what we do. It’s not Mean Trailers. It’s Honest Trailers,” said Signore. “I’m sure there will be Emmy voters that don’t like us, and that is what it is. They can’t take a joke or don’t like honest feedback. I think that’s a smaller minority because they love it based on feedback we get.”

In addition to the buzzy Emmy trailer, they’ve come up with “honest” ads (below). Screen Junkies is making a platform of saying what people think.

“Whatever happens we’ll be happy, but we wanted to get out there and give it a shot,” said Signore. “Even if we don’t win, this honor will help legitimize us in the industry.”

Following a year that saw the launch of Screen Junkies Plus and Kevin Smith’s Fat Man on Batman, their first three-day live stream at San Diego Comic-Con, and appearances on their channel by stars like Reynolds, Seth Rogen and the Russo brothers, Signore’s next goal is to attract more stars and studios to their brand.

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“It has more studios and people get that Honest Trailers isn’t a negative. I’ve always been a fan of Weird Al. When Weird Al would make a parody of your song, artists loved it. He’s making fun of you a little bit, but he was clever with what he did,” said Signore. “No way am I trying to compare myself to Weird Al, he’s one of my all-time icons, but I’m hoping we’re getting to a level where Honest Trailers is similar in that it is a badge of honor. I hope we get to a point where more studios think it can seriously help.”

Signore also hopes the success of Honest Trailers can bleed into their other projects: Movie Fights, The ScreenJunkies Show!, etc.

“I’m hoping this will elevate the brand of Screen Junkies, so we can start doing more things with that similar voice from the same people,” said Signore. “Honest Trailers is definitely where we get the most attention, and it’s our calling card, but the goal of the past year is to use that success to build up the brand even bigger, to be a destination for film and TV lovers. To not only be honest about the films, but discuss the films, break news about the films, and have fun with the talent from the films. That’s our goal.”

Despite their growing success, Screen Junkies isn’t losing sight of their brand.

“I hope we can work with other movies and brands that want to stay honest. We’re going to keep that term, because we’re not sarcastic. We’re not mean. We’re trying to be honest. It’s a brand and a word that’s very important to us,” said Signore.

Honesty is rare anywhere these days, let alone in Hollywood, and it’s clear the change of pace is clicking with audiences, and perhaps soon, with studios.

[All images courtesy of Defy Media]

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