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September 27, 2005

Sony sponsors Nip/Tuck episode

The FX show Nip/Tuck made an interesting move, although I doubt it was completely unique, in hyping its season premiere.

The premiere was 1.5 hours instead of the usual 1 hour program, and it subsidized this by, instead of the traditional commercial breaks, having the entire premiere sponsored by Sony Pictures, who hyped some of their upcoming films: All the King's Men, Memoirs of a Geisha, and Fun with Dick and Jane, among others.

I found the idea to be a strong one because, with a film buff like me, I had almost as much interest watching the commercial breaks as I did watching the show. Also, with a show that has quite a bit of critical buzz and high production values, being supported by in-depth film trailers was not a bad move. I don't have any figures as to what Sony paid for the spots, but I thought it was a great way in trying to market the advertising a little more directly so that fans who had the opportunity to fast forward through the commercials, as I did, chose not to and willingly watched them.

Do you think this is the trend that programs could go to in providing fewer commercials but longer spots that reach a very specific audience?


Listed below are links to weblogs that reference Sony sponsors Nip/Tuck episode:

» Advertise Different: Nip/Tuck Premiere Episode 2006 from
The other night I watched the first episode of season 4 of Nip/Tuck. Content of the show aside, I wanted to discuss how F/X presented the show semi-commercial free. Normally the show is presented with the normal commercial interruptions between each ... [Read More]

Tracked on September 10, 2006 5:12 PM

» Sponsorship Model Succeeds; Sony Uses It Once Again from Convergence Culture Consortium (C3@MIT)
Sony Pictures made the news at this time last year by trying something that was only experimented with on occasion on cable television networks, sponsoring last year's network premiere of the FX show Nip/Tuck by only annoucning itself as the... [Read More]

Tracked on September 13, 2006 4:35 PM

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