Blink

‘90210’ Stays Secret: No Screeners

August 18, 2008 1:21 PM

What happens in the 90210 will stay in the 90210…at least until 9.02.

That’s the word from the CW, which Monday put out a statement declaring that it would not be sending critics advance screeners of the two-hour premiere of “90210,” its new spinoff of Fox’s 1990s hit “Beverly Hills, 90210.”

“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,” the statement read. “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.”

HARMLESS PDA "90210's" Ethan (Dustin Milligan) and Naomi (AnnaLynne McCord) share a smooch in a crowded hall.

The strategy probably makes sense, given that one of the main reasons CW picked up “90210” was because the show’s strong brand name made it more likely viewers would check out early episodes. Allowing critics to diminish any suspense wouldn’t make sense.

Of course, it’s also very likely that most critics won’t be lavishing the new show with huzzahs. Teen soaps aren’t known as critical darlings—though some, like Fox’s “The O.C.”, managed to get some decent love from scribes.

—Josef Adalian