The State of the Dollhouse Well, it's been a crazy 24-hrs, tweeps and peeps! Firstly, I'd like to skew a fab quote and tell you that news of Dollhouse's death has been slightly exaggerated. Having the show benched after tomorrow's episode is not good news any way we spin it. We would've liked to build momentum, do crazy marketing, and show FOX that we too can do the ratings dance. Now, we have a month where the momentum bit becomes more challenging. Less of a sprint and more of a marathon into the Christmas season, which will pose some obstacles as it presents opportunities.

Please know that we have a plan! I had a plan within the first hour after the not-so-good news hit twitter. And by that I mean a marketing, advertising plan with actionable actionables and some such. Right now it just lives in my head, but so did whyiwatch 24-hrs before it was born, so rest assured it's a good (albeit damp) place. We will use November to put together a site that introduces the Dollhouse good and proper to new viewers. We will (very separately) have merchandise and use all the proceeds to mount an ad campaign. We will go viral and cerebral and creative, and all kinds of exciting, fun stuff. There'll be some nice surprises along the way.

But firstly, we have a show tomorrow that needs one hell of a ratings send-off. So, before the November initiative starts we have to finish October on a high note! New promo will be hitting the digital streets tomorrow and we need all your help in making it reach new and very virginal eyes. People who've never seen the show before should tune in and walk away not knowing what hit them. And they should want more. And we'll spend all of November giving them more and making them want more... it'll be like a slow seduction and I'm very good at those.

We don't need anymore death knolls, tearful good-byes or verbal pitchforks aimed at FOX. A wise ad man at a network told me years ago "Remember: It's only business. It's never personal." FOX cares about their bottom line and well they should. Right now Dollhouse is not a lucrative show. We want more of it? We have to make it lucrative. Passionate as we are, we're not enough of an audience. So, think of Dollhouse as an indie movie with tiny ad budget, great reviews, and a small following. This December we'll be hitting a wide market. We have a month to get ready and then let the numbers do their talking.

Now, let's get back to work! Tell everybody and their uncle to watch this Friday at 9/8C & show them this!

(lovingly, but with a whip)

Whyiwatch

  ¶ 11:03 AM