To generate buzz for the return of Peacock’s Killing It on August 17, NBCUniversal is pursuing alternative promotional strategies as its star, Craig Robinson, is unable to participate due to the ongoing SAG-AFTRA strike. In an effort to garner attention, NBCUniversal has made the first three episodes of season one available for free on YouTube and TikTok. Additionally, the first two episodes will be aired on USA Network, following the popular WWE Monday Night Raw.
This approach exemplifies NBCUniversal’s strategy, which is likely to be adopted by other conglomerates, for promoting new and returning scripted shows when their main stars are unable to engage in any form of promotion during the performers’ strike against major Hollywood studios and streaming platforms. On the other hand, some networks and streaming services have chosen to delay the premiere dates of their original content with the hope that the dual strike, the first since 1960, will come to an end later this year, allowing the stars and writers to properly promote their work.
The decision to air Killing It on USA Network is not unprecedented for Peacock shows. However, it is an intriguing approach since Peacock had already invested in promoting the show and opted against delaying its return. Instead, the series, which features Robinson as both the lead actor and executive producer, will leverage NBCUniversal’s extensive portfolio and the broad audience that tunes in to watch wrestling.
Killing It, created and co-showrun by Dan Goor and Luke Tredici, stars Claudia O’Doherty and Rell Battle alongside Robinson. Season two, consisting of eight episodes, is set to launch on Peacock on August 17.
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By taking advantage of platforms like YouTube and TikTok, NBCUniversal aims to reach a larger audience and generate buzz for Killing It, despite the absence of Craig Robinson’s active involvement in promotion. These digital platforms have a massive user base and provide an opportunity to engage with viewers who may not have access to Peacock or cable television. This move showcases the adaptability and innovativeness of NBCUniversal, as they explore unconventional promotional avenues to ensure the success of their programming.
Furthermore, the decision to air the show on USA Network is a strategic move. The network’s viewership overlaps with the target audience of Killing It, as wrestling fans are likely to be interested in the comedy series. This cross-promotion allows Killing It to tap into an existing and dedicated fan base, increasing the chances of attracting new viewers. It also enables NBCUniversal to leverage its diverse portfolio to ensure maximum exposure for their content, even in the face of challenges posed by the strike.
The ongoing SAG-AFTRA strike has undoubtedly created hurdles for the entertainment industry, disrupting the traditional methods of promoting and marketing shows. However, it has also pushed studios and networks to think outside the box and explore alternative avenues for generating interest and excitement around their content. The approach adopted by NBCUniversal with Killing It is just one example of the creative solutions being implemented to navigate these challenging times.
As the strike continues, it remains to be seen how other networks and streaming platforms will respond. Will they delay premiere dates or explore alternative promotional strategies like NBCUniversal? The dual strike in Hollywood is a rare occurrence, and the industry is grappling with the implications. However, amidst the uncertainty, one thing is clear: the show must go on. Studios, networks, and streaming platforms must find unique ways to promote their content and ensure that audiences can continue to enjoy the diverse array of programming they have come to expect.
