The Perils of the Extensive Post-Pilot Preview
January 16th, 2012
It is no longer uncommon for networks to post pilots online in advance of their premieres, with FOX most recently using this strategy to help launch New Girl to some very strong initial ratings (which have since that point slid considerably, but remain fairly solid). It gives the shows increased visibility within an online space, turning savvy consumers (those who will find it on iTunes, or Hulu, or OnDemand) into an additional marketing segment who will put the word out just enough that those 100 million people tuning into the Super Bowl, and tens of millions who will watch The Voice for two hours before Smash premieres on February 6th, will hear whispers of the show before it’s plastered throughout those NBC broadcasts (and, as Mike Stein pointed out on Twitter, a single person who has seen and enjoyed the Pilot at a larger gathering could spread the word quite easily).
Like many others, I sat down with the Smash pilot via iTunes this afternoon – I had not seen the pilot when it was sent out to critics last Fall, so I was more or less seeing this in the fashion that NBC intended. The difference, though, is that I’ve read a lot about this show, and have seen enough trailers to understand its basic premise (and the basic beats of the pilot) more than the average viewer. As a result, while I would say that the Smash pilot is well-made, and there were parts of it I quite enjoyed (mostly surrounding the musical numbers at the heart of the story), I didn’t get that thrill of discovery that you ideally want to have with a television pilot.
NBC isn’t particularly concerned about this, either: while they’re playing coy with the musical numbers themselves, they included an extensive preview of the remainder of the season at the end of the pilot download, providing viewers with a surprisingly comprehensive overview of what is going to happen in the show’s first season (although it is unclear just how many episodes we see scenes from). It’s a move that’s not entirely common in this day and age, but it’s a move that I find eternally frustrating as someone who tries to avoid spoilers at all costs, particularly with reality shows like Project Runway or Top Chef where the basic structure is already so apparent.
The question becomes, though, why a show that does seem to have a strong serialized component (represented by the behind-the-scenes soap component of the series) would be so willing to reveal their cards before the show even begins. While I don’t know the actual answer to this question, I want to suggest (while offering some basic impressions of the drama, and some spoilery details for those who haven’t watched it or the preview that followed) that NBC is admitting up front that watching Smash isn’t going to be about surprise so much as spectacle, mirroring my own experience with the pilot and charting an intriguing if flawed course for the series moving forward.
Cultural Learnings 
