A Marathon Gamble

I'm a Rashida Jones fan.  Not just her acting, I even liked the movie she co-wrote, Celeste & Jesse Forever.  (By the way, did you know that they're in pre-production on Toy Story 4 -- and that she co-wrote that, too?  To give full credit, her writing partner is Will McCormack.)

And so I'm looking forward to the new series she's starring in, Angie Tribeca, which is created by Nancy and Steve Carell.  It premieres on TBS January 17.  Obviously there’s no way of knowing if it’s any good, but the ads give me hope.  It looks offbeat and whimsical, which when well-done I dearly love.  And she looks ideal in that kind of role.  Of course, it could be a noble effort, but stupid.  But I live in hope.

(Watching the longer trailer, it appears to owe a big debt of gratitude to Police Squad!, the basis for The Naked Gun movies.  However, I get the sense that that's something that comes through more in the trailer, putting "The Funny Clips" together, and that as much of a spoof as it is, it's somewhat appears more grounded in story and character than Police Squad! was grounded in spoof.  Or not.  It's a trailer, who knows?)
 
Most notably, I am deeply intrigued by their marketing plan.  I don't see how one can't be -- they are having a 25-hour marathon, airing the entire series.  And I think it's a brilliant idea.  Certainly it could backfire, but I think the risk is small.

Obviously the concept is based on the growth of binge watching.  Though that's usually for people who want to catch up with a show that's been on for a few years (or cancelled), services like Amazon and Netflix often release their full series all on the first day.

Yes, this is different, being on weekly television, as opposed to streaming, but it's a close cousin.

There are various scenarios.

First, I don't think many people will watch the whole series at one sitting.  Some may record them all and then binge watch, but not most.  And if they do, I'm sure the network is fine with that -- after all, that means a) they like it, and b) they're watching.  Also, if people do binge watch -- which means they like it, I suspect they'll still tune in the show on occasion (or even every week) to watch it again when it airs regularly.  People do watch reruns, after all, often a repeatedly.  Further, for those people who watch the whole thing (which means they like it -- sorry, it means they love it), they'll spread word-of-mouth.

A second possibility is that people tune in to watch a handful of the first episodes, though not more than that.  Maybe you'll record some, maybe not.  Probably not, since you've figured three or four is plenty, which is why you stopped.  I'm sure too that the network would love that, as well.  Because if you stick with it for three or four episodes, that probably means you liked it.  And you'll spread word-of-mouth -- and then tune in weekly to watch.

A third possibility is that you watch one episode, like it, but don't want to watch more for now, but you'll tune in when the show is on the air.  Maybe you'll record some, but it's likely that when you get around to watching them, they'll be airing weekly by then, so what's the point.

The fourth possibility is that you watch one episode, don't like it, and dismiss the series.  While the network will obviously be disappointed, it's still a minimal risk to them.  You wouldn't have watched the show anyway, if they hadn't had a marathon.  And all it means is that you won't watch TBS for the next 24 hours.  You might not have anyway.  And even if you would have, it's the loss of one day, and then it's back to normal.  As I said, minimal risk.

The only real risk to TBS is something that's already occurred.  And that's decided to produce all 25 episodes, rather than, say, six or a dozen, and then give it a renewal.  If the show is no good, or doesn't interest people, you've spent a lot of money making them all.  But as I said, that was a previous decision, and has nothing to do with what happens at this point.  My guess is that they have a lot of confidence in the show, otherwise they wouldn't have decided to produce them all and do this marathon -- though, of course, having confidence doesn't prove anything.  Network executives have been known to be wrong.  But even if the show flops and they have all these episodes completed, I suspect these already-made episodes will have an afterlife, whether on a place like Netflix or for DVD sales.  I also wouldn't be surprised if they have some contractual deals in place...though I have no idea what they'd be.

Yes, absolutely, this could fail dismally and be a debacle.  But -- that's true for any series, most of which do get at least an order of 13.  So, it's not like making all 25 is otherworldly out of the ballpark.  

And mainly, by promoting it this unique way, I think they are giving themselves the best chance to stand far out from the crowd and get an audience.

We'll see.

​As for seeing, here's that trailer.