The online movie rental service will send preview episodes of NBC’s Studio 60 on the Sunset Strip and Kidnapped to its five million subscribers six weeks before the new series premiere.
In what NBC is describing as a first-of-its-kind promotion, NBC and Netflix, the world’s largest online movie rental service, today announced they will offer Netflix’s approximately five million subscribers an advanced look at the premiere episodes of NBC’s anticipated new drama series Studio 60 on the Sunset Strip and Kidnapped.
The shows will be made available in their entirety beginning on Aug. 5, six weeks before their broadcast premieres, on a special DVD created for Netflix that will also include preview trailers of the network’s other new fall drama series. The announcement was made by John Miller, chief marketing officer for NBC Universal Television Group, and Ted Sarandos, chief content officer for Netflix.
“This unique joint effort will generate even more early buzz for some of our hottest new dramas by letting the Netflix user get an early preview,” said Miller. “The promotion takes aim at the Netflix demographic-rich entertainment consumer who is looking for this kind of high-end television show, and then is eager to pass the word.”
“Great TV is an increasingly important and popular component of the 60,000-title catalog Netflix offers its subscribers,” said Sarandos. “Joining forces with NBC to launch two terrific new series differentiates our service in the area of unique and original content and provides NBC with an innovative platform to promote its fall lineup.”
To drive awareness of the offer, NBC and Netflix will employ a range of promotional vehicles, including tagged network spots and integration into the annual 30-minute NBC Fall Preview Show, which airs repeatedly on the NBC stations (and NBCU cable channels) for approximately six weeks prior to premiere week in September. In addition, the promotion will be featured in banner ads on the Netflix Web site and print ads inside the company’s trademark red mailers. Netflix will also promote the special offer to relevant subscribers based on previous rentals and ratings of comparable content.