Inside Move: ‘Lost’ finds new method of synergy

ABC skein finds pub deal

Can you have product-placement for a product that doesn’t exist? ABC thinks so.

In an eerie synergy, scribes for ABC’s “Lost” will soon be writing a subplot about a character named Gary Troup who didn’t survive the crash but left behind a manuscript he was working on.

Troup is fictional, of course, and so is his supposed novel. But ABC sister company Hyperion Books will publish the “found” manuscript, in the hope of turning a fictional product-placement into a real one.

Working with writers from the skein, Hyperion has commissioned a novel by a “well-known” mystery writer — it’s not saying who — that supposedly constitutes the book.

Move may be the first to use made-up TV events and characters as the basis for a real-life campaign. Book will be marketed as the work of an author who “delivered (his book) to Hyperion just days before Troup boarded Oceanic Flight 815.”

Hyperion did engage in a similar but scaled-down project for tie-in to TV mini “Rose Red.”

The “Lost” novel, titled “Bad Twin,” is a P.I. procedural involving a wealthy heir’s search for his nefarious brother. It will be released this spring in conjunction with skein’s related episodes.

If the backstory offers enough complexity to require an Advil (or whatever one takes for a postmodern headache), Hyperion prexy Bob Miller says he still thinks gambit could pique viewers. “Fans of the show are obsessive. We think a lot of them will be buying the book just to look for clues.”

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Scene News from Variety