Emmys: Fox Goes Guerrilla With 'Sleepy Hollow' Campaign
The latest in a growing number of unconventional for-your-consideration pushes sends "headless" horsemen around Los Angeles and hosts its academy screening in a mausoleum.
The Leonard H. Goldenson Theatre, it's not. Fox's chosen venue for a June 2 Sleepy Hollow screening and Q&A, one part of a big Emmy push for the freshman drama, speaks volumes about how the network is positioning its MVP from the 2013-14 season -- they'll woo voters at a mausoleum.
The Hollywood Forever Cemetery mausoleum, specifically, is where stars Tom Mison and Nicole Beharie and executive producers Roberto Orci, Len Wiseman, Mark Goffman and Heather Kadin will show off the series (as well as footage from the upcoming sophomore run) to members of the TV Academy, WGA and DGA. It will cap off an aggressive day of campaigning for the series, which is also sending reps dressed as the headless horseman to press outlets throughout Los Angeles on Monday.
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It's a whimsical take for the fantasy series. The latest in a string of increasingly adventurous TV kudo tactics -- remember House of Cards' gratis BBQ truck from 2013? -- it also comes on the heels of a less-than-ideal five-month hiatus for the show. Sleepy Hollow's shorter 13-episode order puts Fox into pitching territory normally occupied by cable.
"The Sleepy finale aired in January, so unfortunately we don't have the advantage of being on the air and being top-of-mind right now like many of the other shows," Fox Broadcasting exec vp marketing and communications Shannon Ryan tells The Hollywood Reporter. "And we know we are underdogs in this very competitive category, so we came up with a few initiatives to help create a little extra noise and to hopefully remind voters about what an incredible, fantastic show Sleepy is."
Fox's Emmy play, which also includes a prime voting period cover of Emmy magazine for stars Beharie and Mison, also places a big emphasis on the creative arts race. Provided Sleepy scores any noms on July 10, the series' costume designers will get extra exposure in the eighth annual Outstanding Art of Television Costume Design exhibit. A total of nine looks from Sleepy's first season will be on display July 22 through Sept. 20 at the FIDM Museum.
"We all feel this team deserves to get some credit for putting up a wonderful mini-movie every week," adds Ryan. "The production values were top-notch, the writing was inspired, the direction was incredible and the performances by Tom and Nicole were truly some of the best of the season."