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CW's "90210" Premiere to Be Screener-Less for Press

Everyone is all abuzz about the fact that the CW and studio CBS Paramount Television have opted to not send out press screeners of the new fall drama 90210, which launches September 2nd.

Like many of my entertainment writer brethren, I too was puzzled by the email I received yesterday from a CW publicist which read:

"The CW and our studio partner CBS Paramount Network Television have made the strategic marketing decision not to screen 90210 for any media in advance of its premiere. We're not hiding anything . . . simply keeping a lid on 90210 until 9.02, riding the curiosity and anticipation into premiere night, and letting all our constituents see it at the same time."

While this move may be a "strategic marketing decision" designed to amp up anticipation for the Beverly Hills 90210 update, it's a risk that could easily backfire as many are now just assuming that the decision is based on the fact that the launch itself is a dud. (Studios oftentimes don't screen feature films in advance for critics when they know it will be harshly reviewed and don't want to harm opening weekend figures.)

Personally, I fall into the latter camp... if this were the very best series that the CW had ever made, the network and the studio would want every critic, entertainment writer, and blogger to be shouting from the rooftops about it.

Curious.

Comments

Anonymous said…
"Strategic marketing decision," (i.e. not letting anyone know we have a real stinker).
Anonymous said…
hmmmmm.....

Something like this would normally make me worry, but I have spies who tell me it's pretty good, so fingers crossed this is the one time that this isn't what we think it is.
Mark McKay said…
They don't want it to end up on the internet weeks before the actual air date.
Anonymous said…
I agree with Mark. I think they're mainly afraid of it getting leaked, like "Fringe". I think the show is going to be just as good as, or better than, "Gossip Girl" (if you like that kind of thing). And there's probably enough buzz already that reviews aren't going to make that big of a difference.

Kind of like with horror movies. People are going to see them if they want to see them, regardless of the reviews.

Teen soap fans are gonna tune in.
Anonymous said…
I don't think you can conclude anything into the fact that they are not screening this early for the press. I'm hoping that it's good.

I agree with Mark...they probably don't want it to leak.

I can't w8 for Sept 2nd.

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