Disney to Screen “The River” In Select Theaters Before Premiere Date

It looks like Disney is trying something new with their new TV Shows by showing them in select movie theaters and college campuses across the country before the shows air on TV. Personally I don’t think this is a bad idea if you have a show you think is good, but it’s going to build buzz either way so if you have a terrible show be prepared for some terrible feedback. I think the college campus idea is huge though considering the amount of social networking that goes on in college, it could be a good jump off for a new show.

Talking to reporters at a briefing at the semi-annual Television Critics Association here on Tuesday, Paul Lee, president of Disney’s ABC Entertainment Group, said he wants to build buzz in the lead up to the show’s premiere, rather than relying simply on distracted viewers to tune in to the first episode.

“You’re going to see us do it on a number of the shows that are coming out,” said Mr. Lee, following a press conference in which he sat at the center of a mostly empty stage with his sleeves rolled up.

source: Wall Street Journal