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Wilfred: FX to Use Preview Episode to Promote Season 2

FX has announced a fairly innovative roll-out plan for the second season of Wilfred. Beginning on June 14th and running through the season premiere on June 28th, there will be a special preview episode available for viewing through several different platforms, including Video-on-Demand, Hulu, Yahoo TV, FXNetworks.com, and the Wilfred Facebook page. The episode is scheduled to air June 21st at 10:30 on the network before the series shifts back to 10:00 for its "official" season premiere.

Having a pilot or a season premiere being able to be viewed in advance has become a more regular thing recently, the likes of Awake, New Girl, Glee, Smash, GCB, The River, and Hart of Dixie having been available before their official premiere date. But making an episode that isn't a pilot or premiere available is an unusual move, though it could potentially pay off quite well. You're providing the material necessary to build a buzz for the show, which stars Elijah Wood and Jason Gann, while not sacrificing premiere ratings/momentum in exchange for that exposure. If this works out for FX, I wouldn't be shocked to see more marketing tactics like this for future shows on other networks. Read More...


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