The Gang’s All Here

Feb 2, 2004  •  Post A Comment

Here’s an offer you won’t want to refuse: “The Sopranos” returns to HBO on March 7 with a bang. To make sure fans of the northern New Jersey family make the connection, an estimated $5 million new marketing campaign focuses on-what else?-their wild, dark nature. The theme is “Hell Hath No Fury Like the Family.” One expression is in a dark, moody photo by Annie Leibovitz depicting the players by the Hudson River, along with some of the characters killed off in past seasons. That shot will be on billboards and bus shelters and in other print venues. Local NBC stations in top markets kicked off the campaign with spots on The Golden Globes featuring quick cuts of scenes from the upcoming season. Those ads are also airing on local ABC stations during the Academy Awards on Feb. 29. And Entertainment Weekly magazine will carry an insert with a sound chip. When opened, the show’s theme music will play.