More than 99% of the time, items sent out to promote a TV show or movie are a waste. All a critic needs is access to the program or film to be written about and a press release with details as to when and where the production can be seen. Everything else just tends to fill up the mailbox.
I have to give HBO’s publicity staff kudos for their promotional item for their new series “True Detective.”
Let’s be clear. The series starring Woody Harrelson and Matthew McConaughey doesn’t need any hype. It’s the 21st Century answer to “Twin Peaks.”
But, those who put together what looks like a real evidence box have done a masterful job. The cardboard box looks like it has been sitting in a police station basement for almost 20 years from the beat up exteriors to the duct tape on the top.
Having seen the first episode, I knew as soon as I opened the box what the strange stick figure means. You’ll have to watch to find out for yourself when it debuts Jan. 12 on the premium cable channel.
In the meantime, HBO has set a new standard for creative promotions with this mailer.