Taking pleasure in the failure of others has long been considered a grubby, poisonous quality. So bad that philosopher Arthur Schopenhauer called schadenfreude “the worst trait in human nature.” More recently, British tabloid The Daily Mail claimed in a headline that a person who enjoys others’ misfortune “may be a PSYCHOPATH.” A tad dramatic, but it’s true enough that people who revel in their neighbor’s plight are often exhausting sourpusses with iffy morals. Yet, occasionally, circumstances arise where someone or something so high and mighty takes such a ludicrous tumble that the pratfall practically begs for a gleeful response, even from the most generous of spirits. Case in point: the disastrous debut of Quibi, a lavishly funded new streaming service that may currently have more jokes made at its expense than loyal subscribers. Yet, I’d argue that there’s nothing psychopathic or “the worst” about finding mirth in Quibi’s tribulations. It’s not sinful. In fact, there’s something akin to virtue in recognizing why Quibi deserves a ribbing.
Short for “quick bites,” Quibi is helmed by its founder, former Disney executive and DreamWorks cofounder Jeffrey Katzenberg, and its CEO, former eBay and Hewlett-Packard chief executive Meg Whitman. Both of these people have already established their legacies: 70-year-old Hollywood big-shot Katzenberg has had a long, successful career ushering classic films like Who Framed Roger Rabbit and Shrek into existence. The 63-year-old Whitman, meanwhile, is one of the wealthiest women in California after a career spent hopping Silicon Valley C-suites. Instead of resting on their gilded laurels, this high-net-worth duo secured the astronomical sum of $1.75 billion in funding to make their dream of convincing people to pay for short-form video content into a reality. Quibi spared no expense to create the slickest, most luxurious-looking video player for mobile, and then acquired projects with big, pricy names attached for its original catalog, including Jennifer Lopez, LeBron James, and Reese Witherspoon. Several of its offerings, like an adaptation of Most Dangerous Game starring Liam Hemsworth, are essentially chapterized films. A few are actually decent—the Anna Kendrick sex-doll comedy Dummy sucked me in, despite exuding strong “rejected TNT pilot” energy. (Others are plain upsetting, like the Keeping Up With the Kardashians spoof Kirby Jenner, a one-joke turd that rudely pretends Rob Kardashian doesn’t exist.) Nothing broke through as a must-see in the way that The Mandalorian drew people to Disney+. Despite a fat pile of cash and all the Hollywood connections in the world, Quibi has sputtered since its launch, plummeting down the list of most-downloaded apps and reportedly struggling to retain subscribers who signed up for its free trial.
To be fair, the timing wasn’t great. Quibi debuted in April, as the Covid-19 pandemic flared in New York and much of the country held its breath at home—a tough break for a product intended for commutes and other in-between moments. Then again, people had more time than ever to watch stuff on their phones. And other factors in its struggle were clearly avoidable, like the decision to make its shows impossible to screenshot, which discouraged social media chatter. With the streaming market brimming with competitors offering programming in more familiar formats, it’s not particularly shocking that Quibi’s premise (“what if TV … but, uh, less?”) whiffed it hard.
While it has failed to secure a huge subscriber base or drum up much hype for its actual content thus far, Quibi has already been the subject of several juicy behind-the-scenes reports, detailing a cocky, out-of-touch workplace run by two Boomers too rich and self-assured to be told no. People aren’t avidly watching Quibi’s shows, but they’re busting out the popcorn to follow its real-world drama. In one telling detail from a Vulture rundown, Whitman admits she’s not an “entertainment enthusiast,” despite helming a fledgling entertainment company, and then name-checks the History Channel’s Ulysses S. Grant bio-show Grant as the one title she really likes. It’s enough to make a saint snicker.
social experiment by Livio Acerbo #greengroundit #wired https://www.wired.com/story/quibi-schadenfreude