Network ratings are slipping. The economy is in the toilet. What better time to rip up the playbook for producing TV promos?A masterfully long TV promo for the two-week crossover event between
"Grey's Anatomy" and "Private Practice" feels more like a movie marketing trailer.
Networks hardly do
crossover TV shows anymore. So ABC realized this event deserved a bit more amp-up.
At first the promo seems like
"the ABC program promo that wouldn't end." "We trust
them," says the announcer, at the start. "We look to them to save our lives... But even doctors are human... One mistake will start a change of events that no one will stop." We see Patrick
Dempsey's Derek slumped over in a chair, pensive.
Then rat-a-tat-tat video and action. The cuts are so short, they seem to be cutting not by individual words but by syllables.
One-second, half-a-second edits. "I can save them both!" "Won't that kill her!" "It IS personal!" Characters slugging each others -- three times! (Patrick Dempsey' Derek hitting Eric Dane's Mark. Then
Mark returns the favor, as well as another Mark slugged by an unknown character.)
Other lines: "This has gone too far!" "Do not touch my patient!"
And then, right in the middle
of it all -- Faye Dunaway?! Whoa! What is SHE doing there? All with the soundtrack of some epic-sounding, "Gladiators"-type music rumbling underneath.
And then just when you think the
promo is going to end, it shifts gears -- dramatically, of course. A slow-moving on-screen graphic reveals: "Doctor... or God?"
This 60-second promo seems like it has its
own first, second, and third acts.
You have to hand it to ABC, and executive producer Shonda Rhimes, who gave ABC executives a lot to work with. I'm not exactly sure what's going to
happen. But this tease is so way over the top,
you'd be a fool not to watch.
Will I be disappointed? It
doesn't matter. I won't be blaming the marketing guys next Thursday at 11 p.m