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?



I love the show, but can't remember the name of the song used for the 4th season comercial.


Sam, I don't know the answer to that, but I do know that I could tell you the theme song for Dirt...Talk about gettings something stuck in my head...Geez.