The premiere episode of the new FX series “The Riches” will air March 12 with limited commercial interruption because of a sponsorship deal with the film “Grindhouse.”

As the sole sponsor of the show, The Weinstein Co and Dimension Films producers and distributors of “Grindhouse” will get three commercial breaks to promote the double-feature film. (The first story was directed by Robert Rodriquez, the second by Quentin Tarantino.) The first break will last 2½ minutes, which is relatively short for cable, and the other two breaks will last two minutes each.

“The Riches” is a drama starring Eddie Izzard and Minnie Driver as thieves who masquerade as a well-to-do family. FX has committed to 13 episodes of the series.

The network is hoping the start date is a good omen for the show: it is exactly five years after the launch of FX’s first acclaimed series, “The Shield.”

(Editor: Baumann)