Starz is putting the power of social media to work in its promotional push for its latest original drama.
The premiere episode of Power, which contrasts the worlds of the New York club scene with the drug trade, will benefit from plays on Twitter and MySpace, along with a host of other MPVD affiliate sampling opportunities ahead of its June 7 bow on the linear network at 9 p.m. (ET/PT).
The Power preview push continues the sampling efforts Starz has marshalled for series launches behind Black Sails and other digital promotional enhancements for returning seasons of key skeins like Da Vinci’s Demons.
The previews begin on Friday May 30 with an exclusive look at Power’s five-minute opening scene via Twitter (https://twitter.com/starz_channel) at 1 p.m. (ET). As such, the series, from Courtney Kemp Agboh (Emmy-nominated for The Good Wife) and produced in association with CBS Television Studios, will become the first-ever television show to use the Twitter Cards feature that enables one-touch playback. Twitter Cards extends user interactions beyond favoriting, retweeting and replying and allows them to watch videos, download apps, or view articles and photos, all from within a Tweet.
On May 31, the preview of the first of Power’s eight installments will screen on the Starz “Power” MySpace page, the Starz “YouTube” page at http://www.youtube.com/user/Starz and Starz “Power” Facebook page at www.facebook.com/power.starz. Other digital Power play outlets include Amazon Instant Video, Vudu, Sony Entertainment Network and CinemaNow.
The series premiere of “Power” will also be available for sampling through the free Starz Play app for all users across the country.
Beginning on May 31, a host of Starz affiliates will also serve up the first episode of Power, including Comcast, DirecTV, Dish Network, Time Warner Cable, AT&T U-verse, Cox, Bright House Networks, Mediacom and myriad NCTC members.
All told, an estimated 79 million U.S. multichannel video households will have access to the sampling opportunities through select cable, telco satellite affiliates, according to Starz officials.
The expansive consumer marketing campaign behind the series encompasses print, television, radio and social gambits. In addition, Starz has secured outdoor buys on key billboards in Philadelphia, Los Angeles and New York, and buses in the latter two DMAs.
As mentioned, the series trades around New York City’s club scene and its drug world underpinnings. James “Ghost” St. Patrick has it all: a beautiful wife, a gorgeous Manhattan penthouse, and the hottest, up-and-coming new nightclub in New York. His club, Truth, caters to the elite: the famous and infamous boldface names that run the city that never sleeps. But as it grows, so does Ghost’s plan to expand his empire. But Truth hides an ugly reality: it’s merely a front for Ghost's lucrative drug network, catering to the wealthy and powerful.
The cast is led by Omari Hardwick (Sparkle, For Colored Girls, Kick Ass, Being Mary Jane) as Ghost; Lela Loren (Snitch, Gang Related) as Angels Valdes, an old flame who has reentered his life; Naturi Naughton (Fame, The Client List, Mad Men), as Tasha St. Patrick, his wife, confidant and willing accomplice; and Joseph Sikora (Jack Reacher, Safe, Boardwalk Empire) as Tommy Egan, his childhood best friend and business partner.
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