again, just as it will do if the film is nominated
for any awards or when it goes into home video
channels. The Build team not only creates new
content daily; it goes back to its archives and
constantly resurfaces relevant older material.
“When [stars] go do press at other entities,
they have their moment, they’re done, and
they move on,” Lindbergh says. “Here, they
have their moment, we can clip out a bunch
of stuff, we can run their full interview, and
then we’re able to time it to different amazing
moments either within their career or within
the life of that film or TV show or that book
or whatever it is that they’re talking about to
keep coming back to it.”
During a Build live shoot, the studio is a
buzz of activity, but there are only eight staff-
ers working on the show. They focus on talent
booking, social media, and production. There
are far more than that on set, however, includ-
ing interns and staffers who split their time,
such as photographers and camera operators.
It’s those people on set, as well as the peo-
ple on the street, who create the unique ener-
gy of Build studio. Anyone visiting New York
should check the guest schedule ( build.aol.com)
and make a reservation.
“You bring this unique consumer experience,
you bring this unique talent experience, you
bring these two things together, everybody has
a great time,” Lindbergh says. “I think that that
energy has been so clear to both people sitting
out there, as well as people in the green room,
and they can’t really do that in other places.”
Troy Dreier ( email@example.com) is senior associate editor
of Streaming Media and Onlinevideo.net.
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