With Halloween fast approaching, NBC has gone to social media to brew up interest in its new fantasy drama, Grimm. For two weeks before the series premiere on Friday October 28th, Twitter users who follow @NBCGrimm will be sent a unique code through direct message. This code will allow users to view the series premiere in its entirety a full two weeks early. There is also a ten city tour that will screen the premiere accompanied by select cast members and producers.
Grimm combines the wildly popular supernatural genre with a police procedural inspired by Grimms’ Fairy Tales. The series tracks Portland homicide detective Nick Burkhardt, played by David Giuntoli (Privileged), as he attempts to maintain the peace between humans and mythological creatures. Hit the jump for more info.
Though use of social media sites such as Twitter and Facebook have been cropping up in all manner of entertainment lately, NBC’s early release of Grimm is unprecedented. It’s an interesting marketing tactic, as it will obviously drum up discussion but will also welcome criticism. The powers that be must have some confidence in the premiere to invest so heavily at the series’ outset. Len Fogge, the president of marketing at NBC had the following to say about the approach.
“NBC is proud to introduce ‘Grimm’ in such a novel way by reaching out to the show’s Twitter followers and allowing them to be the first to connect with an equally unique series. Likewise, the 10-city screening tour will give early viewers an in-person preview of the first episode to see what the excitement is all about.”
In addition to the early release through Twitter and the national tour, the first 20 minutes of the Grimm premiere will be available on a variety of online platforms (including Hulu, iTunes, PSN, etc) starting on October 21st. Grimm also stars Russel Hornsby (Lincoln Heights) and Bitsie Tulloch (Lakeview Terrace). Check out the full press release below to find the tour dates and additional information on how fans of the show can get involved.
NBC is kicking off its edgy new drama “Grimm” with multi-faceted previews that include an unprecedented industry first allowing Twitter followers of the show handle to preview the entire series premiere beginning today, October 14, two weeks prior to the broadcast premiere on Friday, October 28 (9-10 p.m. ET).
The innovative initiative will also be accompanied by a 10-city, cross-country screening tour featuring a screening of the same “Grimm” premiere episode — along with selected cast members and executive producers in key cities — starting Tuesday, October 18 in Los Angeles. The tour will continue in Chicago, Philadelphia, Washington, D.C., Denver, Atlanta, Minneapolis, Phoenix, Seattle and as well Portland where “Grimm” is based and filmed.
The announcements were made today by Len Fogge, President, Marketing, NBC Entertainment.
“NBC is proud to introduce ‘Grimm’ in such a novel way by reaching out to the show’s Twitter followers and allowing them to be the first to connect with an equally unique series,” said Fogge. “Likewise, the 10-city screening tour will give early viewers an in-person preview of the first episode to see what the excitement is all about.”
Beginning Friday, October 14, Twitter followers of the “Grimm” show handle (Twitter.com/NBCGrimm) will receive a direct message via their twitter account with a URL and their own unique code, allowing them to access the premiere episode of “Grimm.” This preview will remain available until the season premiere on Friday, October 28.
The multi-city tour (locations below) will include a screening in every city. In addition, the Los Angeles presentation, which will be held at the Pacific Theaters at The Grove, will be include a post-screening Q&A with the executive producing team of Sean Hayes and Todd Milliner (Hot in Cleveland), as well as writer/executive producers David Greenwalt (Buffy the Vampire Slayer) and Jim Kouf (Angel). In Portland, the screening will be followed by a special Q&A that includes select cast and writer/executive producers David Greenwalt and Jim Kouf.
Locations and screening times are:
Tuesday, October 18 – 7:30 p.m.
Los Angeles – Pacific Theaters the Grove – 189 Grove Drive, Los Angeles, 90036
Monday, October 24 – 8:00 p.m.
Portland – Whitsell Auditorium/Portland Art Museum – 1219 SW Park Ave, Portland, 97205
Tuesday, October 25 -7:30 p.m.
Chicago – Showplace Icon – 150 W Roosevelt, Chicago, 60605
Denver – Landmark Greenwood Village – 5415 Landmark Place, Greenwood Village, 80111
Minneapolis – Showplace ICON– 1625 West End Blvd, St Louis Park, 55416
Seattle- AMC Pacific Place– 600 Pine Street, Seattle, 98101
Wednesday, October 26 – 7:30 p.m.
Atlanta – Studio Movie Grill-Holcomb – 2880 Holcomb Bridge Road, Alpharetta, 30022
Philadelphia – The Pearl at Ave North – 1600 N. Broad St., Philadelphia, 19121
Phoenix – Harkins Tempe Marketplace – 2000 E Rio Salado Pkwy, Tempe, 85251
Washington DC – Landmark E Street – 555 11th Street NW, Washington DC 20004
“Grimm” will also get the star treatment at Universal Studios Hollywood’s annual Halloween Horror Nights. The series will have a themed fan interaction area on October 21, 22 & 23, which will include series artwork and the chance for participants to get their own theatrical silicon tattoo featuring the show’s logo.
And finally, NBC will offer a 20-minute preview of the series on multiple platforms including NBC.com, Hulu, VOD, iTunes, PlayStation®Network, Sony Entertainment Network®, VUDU , Xbox and participating NBC owned and affiliate station websites starting on October 21.
“Grimm” is a new supernatural cop procedural inspired by the classic Grimms Fairy Tales. Portland homicide Detective Nick Burkhardt (David Giuntoli, “Turn the Beat Around”) discovers he is descended from an elite line of criminal profilers known as Grimms, charged with keeping balance between humanity and the mythological creatures of the world.
As he tries to hide the dangers of his newfound calling from his fiancée, Juliette Silverton, (Bitsie Tulloch, quarterlife), and his partner, Hank Griffin (Russell Hornsby, Lincoln Heights), he becomes ever more entrenched in the ancient rivalries and alliances of the Grimm world. Also starring are Silas Weir Mitchell (Prison Break), Reggie Lee (Persons Unknown) and Sasha Roiz (Caprica).