There’s something a little nutty about the way CBS Home Entertainment is tubthumping next month’s DVD release of “Jericho.”
Usually, studios like to overhype a skein’s performance in order to sell the DVD, bragging about its status as, say, the No. 1 show among left-handed women aged 18-24. The Eye, however, has decided to embrace “Jericho’s” recent near-death experience.
A soon-to-launch print ad campaign for the Oct. 2 release urges consumers to “Save It Again… on DVD.” It’s a not-so-subtle reference to the fact that fan support helped rescue the show from cancellation.
Ken Ross, prexy of CBS Home Entertainment, says the tagline (which he devised himself) has a double meaning.
“It speaks directly to those fans that sent thousands of pounds of peanuts to try to save the show, and acknowledges what they did,” he said. “And saying, ‘Save it on DVD’ is like saying, ‘Own it on DVD.’ It works on two levels.”
Speaking to hardcore “Jericho” fans with ad copy make sense, Ross said, since die-hard viewers are most likely to run out to a store and buy a full season of a show on DVD.
Another aspect of the “Jericho” marketing campaign also plays on the fan effort to save the show: CBS Home Entertainment has sent hundreds of video retailers, buyers and journalists small bags of peanuts.
A CBS rep confirmed that the studio bought new nuts and didn’t just recycle the bags sent in by fans.