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Lightbox’s original sin

Some of today’s best audio-visual content is coming from slightly surprising quarters. Netflix, Amazon, YouTube, Vimeo and even brands like Chipotle are stumping up cash and proving that they can make great original shows, not just distribute them. And judging by a slightly misleading phrase on the promotional material for Breaking Bad spinoff Better Call Saul, it seems like Lightbox wants to be in that club too.

Getting exclusive rights to a show that many were looking forward to (and has been critically acclaimed since launch, with a 100 percent rating on Rotten Tomatoes) is something worth shouting about and Lightbox has been doing just that on TV, outdoor and online. And it seems to have benefitted from those rights, with a 37 percent increase in streams on a regular Monday traffic when the show premiered last week, although it wouldn’t be drawn on the actual stream numbers. But claiming the show is a ‘Lightbox Original’ is a bit rich—and some might say appropriately sneaky given the show’s content. 

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