With this morning’s announcement of Conan O’Brien’s 30-city tour, the former late-night comedian is fully embracing his online fan base, “Team Coco.”
The official poster for the tour re-uses the image made famous on the Internet of a heroic Mr. O’Brien, orange hair aflame, in front of an American flag. The image was produced by Mike Mitchell, an artist in Los Angeles, as a show of support for Mr. O’Brien when NBC tried in January to move “The Tonight Show” to 12:05 a.m. Within days the image and its message, “I’m With Coco,” was a viral sensation, inspiring dozens of pro-Conan groups on Facebook. Several of Mr. O’Brien’s employees even made the image their Facebook profile photo.
Now they have formally adopted the image as their own. Days after Mr. O’Brien signed off of “The Tonight Show” on Jan. 22, one of the comedian’s producers contacted Mr. Mitchell and said that they wanted the “Coco” illustration to be the emblem of a nationwide tour they were planning.
“They wanted it to be the main image,” Mr. Mitchell recalled in an e-mail message Thursday. “They are all such fans of the ‘I’m with Coco’ poster and what it means to everyone.”
Mr. Mitchell met with Mr. O’Brien’s executive producer, Jeff Ross, about a month ago, to talk through a licensing deal.
“Apparently Conan wanted to get me on board for it – obviously I was honored,” Mr. Mitchell said. He said he retains the rights to the widely distributed image; Mr. O’Brien’s team will use it for the tour and for some merchandise sales.
Asked about compensation for the image, Mr. Mitchell said “a fair deal was made for both parties.”
Mr. Mitchell said Mr. O’Brien called to thank him for creating the image. He recalled Mr. O’Brien joking that “I love anything with my face on it, and CONAN in huge bold letters.”
Jay Leno turned serious on his show Monday to discuss the late-night chaos at NBC, explaining events from his standpoint and telling viewers he considered Conan O'Brien a "great guy."
In remarks after his monologue Monday, Leno said he'd tried to avoid doing a show in prime time but was convinced by NBC that it could work.
It didn't, with NBC pulling the plug on "The Jay Leno Show" after four months and devising a plan to put Leno back on at 11:30 p.m. and push O'Brien and "Tonight" to midnight. With O'Brien's rejection of the plan, NBC is now trying to negotiate his exit and return Leno to the late-night spot.
Leno said it looks like he might be back at 11:30 and that the situation could be resolved by Tuesday.
Here is a transcript of what Leno said:
I thought maybe I should address this. At least give you my view of what has been going on here at NBC. Oh, let's start in 2004. 2004 I'm sitting in my office, an NBC executive comes in and says to me, listen, Conan O'Brien has gotten offers from other networks. We don't want him to go, so we're going to give him 'The Tonight Show.' I said, 'well, I've been number one for 12 years.' They said, 'we know that, but we don't think you can sustain that.' I said, 'okay. How about until I fall to number two, then you fire me?' 'No, we made this decision.' I said, 'that's fine.' Don't blame Conan O'Brien. Nice guy, good family guy, great guy. He and I have talked and not a problem since then. That's what managers and people do, they try to get something for their clients. I said, 'I'll retire just to avoid what happened the last time.' Okay.
So time goes by and we stay number one up until the day we leave. We hand - (applause)-No, no. Okay, but I'm leaving before my contract is out. About six to eight months early. So before I could go anywhere else, I would be at least a year or 18 months before I could go and do a show somewhere else. I said to NBC, 'would you release me from my contract.' They said, 'we want to keep you here.' Okay. What are your ideas? They said, 'how about primetime?' I said, 'that will never work.' No, no, we want to put you on at 10:00. We have done focus groups. People will love you at 10:00. Look at these studies showing Jay's chin at 10:00. People will go crazy. Didn't seem like a good idea at the time. I said, 'alright, can I keep my staff?' There are 175 people that work here. I said, 'can I keep my staff?' Yes, you can. Let's try it. We guarantee you two years on the air, guaranteed. Now for the first four or five months against original shows like "CSI" you'll get killed, but in the spring and summer when the reruns come, that's when you'll pick up. Okay, great. I agree to that.
Four months go by, we don't make it. Meanwhile, Conan's show during the summer, we're not on, was not doing well. The great hope was that we would help him. Well, we didn't help him any, okay. They come and go, 'this show isn't working. We want to let you go.' Can you let me out of my contract? No, you're still a valuable asset to this company. How valuable can I be? You fired me twice. How valuable can I be? Okay. So then, the affiliates are not happy. The affiliates are the ones that own the TV stations. They're the ones that sort of makes the decisions, they're not happy with your performance and Conan is not doing well at 11:30. I said, 'what's your idea?' They said, 'well, look, how about you do a half hour show at 11:30?' Now, where I come from, when your boss gives you a job and you don't do it well, I think we did a good job here, but we didn't' get the ratings, so you get humbled. I said, 'okay, I'm not crazy about doing a half hour, but okay. What do you want to do with Conan?' We'll put him on at midnight, or 12:05, keeps "The Tonight Show" does all that, he gets the whole hour. I said, okay. You think Conan will go for that? Yes, yes. (laughter) Almost guarantee you. I said okay. Shake hands, that's it. I don't have a manager, I don't have an agent, that's my handshake deal.
Next thing I see Conan has a story in the paper saying he doesn't want to do that. They come back to me and they say if he decides to walk and doesn't want to do it, do you want the show back? I go, 'yeah, I'll take the show back. If that's what he wants to do. This way, we keep our people working, fine.' So that's pretty much where we are. It looks like we might be back at 11:30, I'm not sure. I don't know. (applause) I don't know. But through all of this - through all of this, Conan O'Brien has been a gentleman. He's a good guy. I have no animosity towards him. This is all business. If you don't get the ratings, they take you off the air. I think you know this town, you can do almost anything. You get ratings they keep you. I don't get ratings, he wants. That was NBC's solution. It didn't work so we might have an answer for you tomorrow. So, we'll see. That's basically where it is.
Conan O'Brien's battle with his network certainly hasn't hurt his ratings.
With his jabs at NBC network executives apparently resonating in a country filled with the unemployed, viewership has soared.
O'Brien's ratings have been rising through the week, which was an extraordinary one in late-night television and saw O'Brien and David Letterman hurling barbed remarks at Jay Leno, and Leno firing back.
"Tonight" ratings Friday were 50 percent higher than they've been this season, and O'Brien beat CBS' Letterman, according to a preliminary Nielsen Co. estimate based on large markets. In the 18-to-49-year-old demographic that NBC relies on to set advertising prices, O'Brien even beat Leno's prime-time show.
Settlement talks continued Saturday on a deal that would let O'Brien leave NBC and restore Leno to the 11:35 p.m. time slot he occupied for 17 years through last spring.
O'Brien's team sees the ratings as vindication. His manager, Gavin Polone, on Saturday compared it to when Leno, trailing Letterman in the ratings in the mid-1990s, drew attention for the memorable appearance of Hugh Grant after his arrest. Leno passed Letterman in popularity and never looked back.
"People who never watched Conan before are saying, `I'll try it,'" Polone said. "Now they're saying, `this is good, I'll stick with it.'"
It's doubtful they'll get the chance. O'Brien sounded halfway out the door on Friday's show, an exit prompted by his refusal to move his show to 12:05 a.m. at NBC's request. "By the time you see this, I'll be halfway to Rio in an NBC traffic helicopter," he said in his monologue.
He aired a skit where he was assaulted by gunfire after pulling his car into the studio parking lot. He also is showing "greatest hits" of his seven-month tenure.
But he pulled back from jokes about Leno. On Friday, Jeff Gaspin, chairman of NBC Universal Television Entertainment, had said the crossfire between hosts "has definitely crossed the line.
"Jay is the consummate professional and one of the hardest-working people in television," Gaspin said. "It's a shame that he's being pulled into this."
Meanwhile, Polone denied a New York Post item Saturday, quoting an anonymous source, that said O'Brien's staff members are "furious" with O'Brien for negotiating an exit payment reportedly approaching $30 million while they are losing their jobs. Polone noted that O'Brien paid staff members himself during the Hollywood writers' strike, and was negotiating severance packages for his employees, many of whom moved from the New York area last year when O'Brien started on "Tonight."
Polone is also angry at NBC Sports Chairman Dick Ebersol, who told The New York Times this week that O'Brien was "an astounding failure" who had stubbornly resisted advice to broaden his show's appeal. O'Brien's people blame the show's ratings problems on the poor ratings of NBC's late local news and Leno's show before that.
Leno averaged 5.2 million viewers per night on his last season at the "Tonight" show, Nielsen said. O'Brien is averaging 2.5 million this season.
