In Depth
‘Glee’ Pilot Doubles as Marketing Trial
Months-Long Pause Tests Fox’s Launch Plan
Fox is breaking more than a few rules with its rollout of “Glee,” the ambitious musical comedy series from “Nip/Tuck” creator Ryan Murphy.
For the first time anyone in TV circles can recall, a network is using a pilot for a show not as the beginning of a series, but as the start of a marketing campaign. That’s because after “Glee” has its post-“American Idol” bow on May 19, Fox won’t air the second episode of the series until late August or early September.
“The way we’re looking at May 19 is, it’s the world’s largest grassroots screening,” said Joe Earley, the executive VP in charge of marketing for Fox. “The show sells itself better than any (campaign) can.”
Specifically, Mr. Earley is hoping to convert the millions who watch the pilot into evangelists eager to spend the summer months spreading the gospel of “Glee.”
“Our goal is to turn the people who watched it into brand ambassadors, to use hackneyed marketing-speak,” Mr. Earley said. “We believe that when you watch this show, you can’t help but get out the word.”
“Glee” is an ambitious, water-cooler-friendly hour that balances out a Fox schedule increasingly loaded with procedurals.
But Fox doesn’t just want word of mouth pumping up the fall premiere. Instead, it plans to make the “Glee” pilot ubiquitous over the summer, so that people who hear the buzz for the show can sample it immediately.
To that end, Mr. Earley told TelevisionWeek that Fox plans to make the “Glee” pilot available for on-demand streaming via Hulu, Fox. com and other sites. In addition, producer 20th Century Fox Television is considering a plan to make the pilot available on DVD not long after it airs on the network—possibly by giving it away for free, a person familiar with the discussions said.
“If you talk to your buddy and say, ‘You’ve gotta watch this show,’ we want to make sure they have a place to go,” Mr. Earley said.
The network also expects there will be many groups of potential viewers who would never respond to traditional advertising and marketing for a show such as “Glee,” which has big musical production numbers and awkward high school students front and center. That’s why it’s key to give viewers as many chances as possible to see the pilot.
“We need them to see it and experience it, so they can see that it’s also wickedly funny and that it’s about heroes and underdogs,” Mr. Earley said. “We need them to know this isn’t ‘High School Musical.’ It’s also for people who watched ‘The OC’ or who liked the movie ‘Election.’”
Among the other ways Fox will keep people buzzing about “Glee” over the summer:
—“We’ll be deepening engagements with characters from the show over the summer, working with social networks,” Mr. Earley said. Translation: Don’t be surprised if characters from “Glee” start showing up on Twitter and Facebook.
—Fox has partnered with Photobucket.com for a national promotion encouraging viewers to show off their “gold-star potential” by submitting photos and videos of themselves.
—Extended featurettes will air in theaters throughout the summer blockbuster season.
—Look for “Glee” advertising on major summer concert tours. Fox also will have street teams promoting the show at recreational venues during major holiday weekends. “We’re going to be in places where people gather over the summer,” Mr. Earley said.
—Fox will use its summer hit “So You Think You Can Dance” as a marketing base, though details of potential cross-promotions have yet to be finalized.
—Those who have already seen the pilot will be encouraged to remain engaged via a steady barrage of behind-the-scenes footage, interviews and other content, some of it culled from an advance photo session.
Of course, while Mr. Earley’s focus is on the fall, Fox isn’t forgetting to sell the May 19 preview episode.
The network has begun introducing outdoor ads and weekly magazine print ads touting the pilot, along with spots on its own air. It will have pre-May 19 screenings of the show in the top 10 media markets, including one at a Santa Monica, Calif., high school, which will be attended by the “Glee” cast.
Mr. Earley told TVWeek that Fox will use its May 18 upfront presentation in New York to help drive tune-in for the pilot as well. He declined to give details, but hinted it might involve some stunting along the lines of what Fox did last year, when cows roamed outside the network’s upfront in order to promote “Fringe.”
“But we’re very cautious about overdoing (the marketing for May 19),” Mr. Earley said. “We’re not trying to hype May. We’re trying to make you want to watch. Then the show works for itself.”
Fox also wants to avoid raising expectations for “Glee’s” May ratings performance.
While the premiere will air behind the biggest show on TV, “It’s an incredibly competitive night for a new show to launch,” Mr. Earley said. The 9 p.m. timeslot that night also will feature the season finales of ABC’s “Dancing With the Stars” and CBS’ first-year hit “The Mentalist.”
“We won’t be looking at what percentage of ‘Idol’ it retained or its overall numbers,” Mr. Earley added. “The goal is just to get as many people as possible to see it (before the fall). There is no better platform for us than to put it on behind ‘Idol.’”
Leave a comment
Comments 123
Andrew
This looks like a fun show... and definitely more like a movie than a tv show.
On a side note, it would be great if all the networks would screen their pilots for their viewing audiences every spring. Might discover a breakout hit that they weren't sure would work and maybe also avoid a failure or two (we might have been spared things like Knight Rider and My Own Worst Enemy).
Chris
There is something really cool rolling out this virally online soon that features Michael Welch (Twilight; Joan of Arcadia) that is into the whole high school musical thing but with more of a Glam Rock/Bowie twist.
Bootleg movies
I'm Looking for a project to volunteer in this might not be on topic but is there anything you can recomend me? I would really apperciate it thanks!
Philadelphia SEO
Such a usefule blog. wow !!!!
Angela Sprong
Hi, super article, I thouroughly enjoyed reading it. This post gave me the kick to try my own blog, please see my post by clicking my name at the top of this comment, cheers
Watch Glee Episode 12
Hey , really nice post . I will definitively read your blog again.
Watch CSI online free
Excellent job.
Full Video Converter
This is an extremely excellent site you have going here. The matter is very informative and straight to the point. Excited to read more about your blog next time.
Full Video Converter
This is an extremely fantastic site you have going here. The matter is very informative and straight to the point. Excited to read more about your blog next time.
Full Video Converter
This is an extremely excellent site you have going here. The matter is very informative and straight to the point. Excited to read more about your blog next time.
Full Video Converter
This is an extremely great site you have going here. The matter is very informative and straight to the point. Excited to read more about your blog next time.
Full Video Converter
it was very interesting to read.
SEO Company
Excellent job.
Swiss Replica Watches
Thanks for your visiting this www.watchau.com online store.
Search Engine Optimisation
Thank you for a great post
Local SEO
Wonderful to read!
Dallas Cowboys jerseys
Sorry for the huge review, but I'm really loving the nfl, and hope this, as well as the excellent reviews some other people have written, will help you decide if it's the right choice for you.
buy now shoe lifts
Sky news go overboard on feasible terrorism in Europe, but strangl quiet on an "Actual physical" bomb in derry.!!!.!
reduced shoe lifts
Lindsay Lohan Is going to Rehabilitate Today, one month later she is going to be back at it. A sense of shame over the "star struck" courts for letting this child to mess up her life. In this case she is owed penalties not rehabilitate.
Shoe Lifts Girls
I used to be a Professor at the Badly Tainted Us University of Iraq... Till the Neocons Dismissed Me!!!!
conversion tracking
If you want your product to be a success there is a lot of things that you need to check. Your conversions are one of the major ones. Conversion tracking is an important part of the sales process.
Shoe Lifts
So i'm starting to find a lot of these cracks unfunny. Sharron Angle alleged that Muslim law is establishing itself in sections of united states.
Buster Dearo
The new Zune browser is surprisingly good, but not as good as the iPod's. It works well, but isn't as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that's not an issue, but if you're planning to browse the web alot from your PMP then the iPod's larger screen and better browser may be important.
cheap replicas
Excellent post and I’ve bookmarked your blog to come back to again when i have time.
Link Building
Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel :)
Backlinks
Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol
Backlinks
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
online film izle
This is such a great resource that you are providing and you give it away for free. I love seeing websites that understand the value of providing a quality resource for free. It is the old what goes around comes around routine. Did you acquired lots of links and I see lots of trackbacks??
Backlinks
Great wordpress blog here.. It's hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon
can i get a loan
I added Google Reader to your site when I have spare time try to follow.
Red Wings hockey jerseys
This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like 'Mixview' that let you quickly see related albums, songs, or other users related to what you're listening to. Clicking on one of those will center on that item, and another set of "neighbors" will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune "Social" is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.
can i get a loan
I added Google Reader to your site when I have spare time try to follow.
Link Building
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.
Get Backlinks
I agree with your thoughts here and I really love your blog! I've bookmarked it so that I can come back & read more in the future.
Sex Filmovi
Keep ‘em coming… you all do such a great job at such Concepts… can’t tell you how much I, for one appreciate all you do!
Seo Services
Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?
Back Pain Relief
Enjoyed having visited the site - so feel lucky google landed me here.
Buy Links
This is the best blog I've ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.
arka sıradakiler izle
I come and read constantly. very nice blog
Motorcycle Jacket
Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.
Link Building Services
Great blog!! You should start many more. I love all the info provided. I will stay tuned :)
Wine Coolers
Was looking for this - so I just tweeted your post on my account - thanks
Link Building
This is the best blog I've ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.
garage storage
I must say this information was very interesting. I stumbled onto you using a google search and was rather thankful for your rank for this article.
dizi izle
I come and read constantly. very nice blog
online film izle
I come and read constantly. very nice blog.Thank you.
Elidia Nobis
Hello! I simply wished to take the time to make a remark as well as state I've truly appreciated reading your site. Thanks for all your work.
Prescription Glasses
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.
Ernesto Preatoni
Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel :)
Link Building Services
I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)
Backlinks
I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success :P
antivirus firewall software
Great thanks to your facts but I am acquiring difficulties with images on your site.
Hip Hop Beats
Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?
Backlinks
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
erotik
En güzel erotik filmler burada.
erotik
En güzel erotik filmler burada.
Backlinks
Hey how are you doing? I just wanted to stop by and say that it's been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing
Buy Backlinks
High quality info here! Keep up the great work. I love the feelings being expressed.
Backlinks
This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work :)
mike
I cling on to
Link Building
I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?
Link Building Services
Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.
replica watches paypal
mont blanc nz,mont blanc pens nz,mont blanc auckland,mont blanc new zealand,mont blanc pens prices,mont blanc pens auckland,cheap mont blanc pens.
Lakendra Peluse
download YouTube videos
Link Building
I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I'm very very impressed.
Link Building Services
Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.
Bert Blazejewski
Here's how you download YouTube videos
Andrew Pelt
Thanks for the great work! Cool blog. You will find a number of opinions on this topic and this blog states the problem very great.
Backlinks
You make blogging look like a walk in the park! I've been trying to blog daily but I just cant find writing material.. you're an inspiration to me and i'm sure many others!
Cami Reudink
Here's how you download YouTube videos
used toyota corolla
nice one...
Carroll B. Merriman
This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like 'Mixview' that let you quickly see related albums, songs, or other users related to what you're listening to. Clicking on one of those will center on that item, and another set of "neighbors" will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune "Social" is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.
Kosmetika pigiau
I also use wordpress for my website. The best thing is that comments add additional content. By the way, your chosen design suits perfetcly what is site about.
Link Building
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)
FM Group
I also use wordpress for my website. The best thing is that comments add additional content. By the way, your chosen design suits perfetcly what is site about.
Link Building
I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success :P
Backlinks
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)
Garden Trellis
Hey how are you doing? I just wanted to stop by and say that it's been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing
Link Building
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.
Replica Leather Handbags
At Louis Vuitton Replica Leather Handbags have the bag you want as the women of all time. At Louis Vuitton handbags are one of the handbags the most expensive market. There are so many styles and designs that make you feel like you are at least one.
Link Building
Neat blog layout! Very easy on the eyes.. i like the colors you picked out
Buy Links
High quality info here! Keep up the great work. I love the feelings being expressed.
Link Building Services
This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work :)
Seo Services
High quality info here! Keep up the great work. I love the feelings being expressed.
Ferienwohnung Nordsee
I like your blog.
Phoenix Web Design
Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?
vyriski kvepalai
Hi. First of all - great blog! Secondly this article was also good and interesting to read, but I don't think everything you have said is how it is in reality. I will need to google about few things you have mentioned in your artcile to make sure. But anyway thanks for the great effort and good luck on writing other articles. P.S sorry for bad English, I aren't English native speaker.
Victorina Arriazola
Thanks for your insight for the great posting. I am glad I have taken the time to see this.
Entertainment
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
Pc repair
Thanks for interteining me nice read
Grants Single Mothers
I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it's rare to see a nice blog like this one these days.. :)
English Lessons Online Teacher Skype
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
Tyson F. Gautreauxs
This is such a fantastic resource that you are providing and you give it away for free. I love seeing internet websites that understand the value of providing a quality resource for free. It's the old what goes around comes around routine. Regards...
power balance necklace
Nice blog subject. thanks for letting me add something!
Replica Handbags From China
For example, a sleeping bag with no size restrictions, but have a capacity of 0 degrees Celsius would cost $ 150, but must be able to fit into a small bag costs up to $ 400.
Debt Collectors
This is the best blog I've ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.
Louis Vuitton Fake Handbags
Coach handbags and Fake Louis Vuitton Handbags are quality products with a good name behind them. Coach handbags are large and spacious, but very modern and very popular. Coach handbags in a variety of styles, colors and materials are used. All are well furnished and very durable.
English Lessons Online
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.
Link Building
Hey how are you doing? I just wanted to stop by and say that it's been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing
Seo Services
I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)
Shari Hoschander
I think your blog is great.Just keep on!I think I will come back on one day.
ugg moccasins for men
Th is is an informative publish, thanks a lot!
Replica Designer Watches
Men Invicta Ceramics Metallic Blue Stock Watch: The Clock’s design in that it comprises of a vibrant blue appearance, is very attractive, with perfect records. The length of these Replica Designer Rolex Watches ceramic is about 4 meters and a thickness of about 13 mm.
marriage books
Hey, really enjoyed this post! Shed light on a few things I didn't understand. Thank you.
Luis Gatson
Amazing writing:) I will require a bit of time to examine this article=D
Brett Crooms
Good site=) I am going to need a bit of time to think about this site.
Backlinks
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)
Link Building Services
Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.
Backlinks
Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.
Awning
I was very pleased to discover this site.I wanted to thank you for this fantastic study!! I definitely enjoying every little bit of it and I have you bookmarked to check out new stuff you post. free standing awnings
lcd tv sale
I generally don’t reply on internet sites except you boast various first-rate comprehensible article.
Get Backlinks
I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)
Backlinks
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)
north face outlet store
As well as full Tropicana debacle was left off why? Speaking of Tropicana, does the new Aol logo remind any one in the rejected Troipcana logo? Personally, I am not a fan with the Aol rebrand. Although the execution and implementation are fantastic, the precise wordmark is boring, uninspired, and just form of blah. That getting mentioned, I agree with most of the other rankings. I'm nonetheless in enjoy with all the metropolis of Melbourne is new id.
uk ugg boots reviews
These kinds of ratings are overrated anyway.
Seo Services
Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here :)
Link Building Services
This is the best blog I've ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.
Buy Links
I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?
Luigi Fulk
This is getting a bit more subjective, however this is a great blog.keep up the good work.
dicke titten
I like your blog.
Alyson Varcoe
Insightful writing! Will take a decent amount of time to entertain your website..
Remo Recover Mac Media Edition
It's a shame you don't have a donate button! I'd definitely donate to this outstanding blog! I guess for now i'll settle for bookmarking and adding your RSS feed to my Google account. I look forward to new updates and will talk about this website with my Facebook group. Talk soon!
PornTube
High quality info here! Keep up the great work. I love the feelings being expressed.