Special Effect: FX Launches Shows With Little, No Ads

Well-known among viewers for its edgy dramas, FX is becoming equally recognized in the ad community for airing premieres with a low--or no--commercial load. After Pontiac sponsored the ad-free premiere of "Dirt" earlier this month, The Weinstein Co. will back the March debut of "The Riches" with six-and-a-half minutes of breaks--about half the normal amount.

The ads on the debut of the series, starring Minnie Driver and focusing on a family on the run after a bank heist, will be offered via three commercial breaks--one lasting two-and-a-half minutes, and two minutes apiece for the others--as The Weinstein Co./Dimension Films plugs its film "Grindhouse."

The lengthy breaks seem to lend themselves to some sort of full trailer, perhaps divided among the three.

The 13-episode series premieres March 12, and will run on Mondays at 10 PM.

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