NOTE: I’m not writing this post because I think you should watch the new 90210 on the CW. Although I have not seen it, I’m guessing it’s for gay dudes and 12 year old girls—a subset of the population that probably does not read Screenjunkies in the first place. I’m just trying to demonstrate a marketing phenomenon of the entertainment business.
When I was a kid, my dad would tell me that if you saw a lot of commercials for a movie then it probably blew. Although there is some merit to this, it’s not really true in every case. Tropic Thunder is a recent example of a movie that spent big bucks on promotion and delivered in the theatre. But there is a rule in the entertainment business: If your product sucks, then make everyone see it at the same time. It makes sense. If a bunch of critics see your movie at a screening weeks before its release date and start filling the world with crappy reviews, you’re going to make less money in the long run. If everybody rushes to the theatre on the first weekend before people realize how shitty a movie is, then studios can make their money back.
So we all have to wonder why the CW has decided to withhold 90210 screener DVD’s that they were planning on sending to the press before the Sept. 2nd debut of the show. The CW stated that “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.”
Personally, I like that television viewers can now be referred to as constituents. I also think they should have waited two more years to make the show and then released it on 9/02/10. That’s just good marketing.
Variety has more.