3:23pm PT by Philiana Ng
USA Eyes Bigger Audience for 'Graceland' With Movie Theater Spot (Video)
USA is pulling out all the stops for Graceland.
Ahead of the sophomore season return in June, the NBCUniversal-owned cable network is hoping to find new viewers on the big screen with a featurette debuting in U.S. theaters.
Though other networks have highlighted select shows in movie theaters (ABC Family, for instance, is currently touting upcoming drama Chasing Life), this is a significant move for USA, as it signals the network's confidence that the second-year drama from White Collar's Jeff Eastin can grow an audience. (Last summer, Graceland averaged 4 million viewers per week.) The majority of the spot features season-one footage, with some new scenes from the upcoming run of episodes sprinkled throughout.
The new Graceland cinema spot will run exclusively in NCM Media Networks' FirstLook preshow program on nearly 20,000 movie screens in AMC, Cinemark, Regal Entertainment Group and other theaters nationwide beginning Friday.
Graceland, which stars Daniel Sunjata and Aaron Tveit, returns June 11 at 10 p.m. on USA.