Jeff Jensen of Entertainment Weekly has a very interesting article about Fringe's move to Friday, and the so called "Deathslot" video.
To further combat the perception that Fox has basically issued a “no confidence” vote in Fringe, the network did something unusual: It created a cheeky promo that tackles the fear-mongering head-on, spliced with darkly comic death-themed clips from the show and even spiked with quotes from a variety of Chicken Little bloggers.
Jeff talked to Dean Norris, Fox’s senior VP of marketing and special projects, about about the inspiration for the video:
The network began thinking about creating the provocative spot after making a Web splash with its movie-style trailer for “Entrada,” ... “We started getting feedback from the viewers that basically said, ‘How could Fox do something so cool for a show they’re going to kill?’ We started reading these things and said, ‘Wait! We have to address this!’” The mission was to produce a piece of communication that dealt with the situation in a self-deprecating fashion, yet also assuaged fan fears.Of course, the BEST way to "assuage fan fears" would be to renew Fringe for a fourth season. Are you listening Mr. Norris?
Norris also revealed Fox's "interesting" new marketing strategy:
The promo is the beginning of a larger effort by Fox to shore up Fringe’s existing fanbase and hopefully grow the audience by targeting teen viewers who might be at home Friday night. (The show returns on Jan. 21) Fox will continue posting “pre-caps” (as opposed to “recaps”) at Fox.com featuring cast members and producers setting up each new episode. For viewers, they’re a more entertaining and personal approach to “Previously on…” rehashes. Additionally, Norris also says future on-air promos will emphasize Fringe’s horror elements, albeit not right away, as the first episodes on the new year are relatively light on Fringe-style gore. “We are trying to rebrand Friday, and what we’re trying to do with this show specifically is make it kind of like forbidden fruit,” says Norris. “We want that teen demographic that might not be our audience right now to say, ‘That this is a show my parents might not want me to watch — but I’m going to watch it, anyway.’”
I love me some "Fringe Cringe", but I'm not sure that turning Fringe into Tales From the Crypt is the right way to go. What do you think of this approach?
You can read the full article at EW.com