Leveraging the legacy of Hitchcock’s Psycho, A&E wanted to convey that the series was not a conventional prequel. It decided that the key to the marketing campaign is to get viewers to “Take-a-Peek” combining its creepy 12 Rooms website with other similarly themed advertising and materials. At Comic-Con, A&E created an elaborate exhibit featuring a replica of one of the bedrooms at the Bates Motel, allowing fans to set up their own creepy photo shoots. It all worked: the series premiere scored 3 million total viewers and 1.6 million in both 18-49 and 25-54, making “Bates Motel” the #1 original drama series debut ever on A&E in both demos.

The Daily

Subscribe
Monday–November 23

Channel Retiering

Altice USA is moving UPtv and Aspire TV from its Residential Optimum Select, Economy, Value, and Preferred levels of service to the Optimum Premier level.

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up