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Inside Disney’s ‘Very Intense’ Marketing Plan for ‘This Is Us’ Creator’s Top-Secret Show ‘Paradise’
In an overly saturated media market, it's hard for any show to break through.
So in the case of “Paradise,” Hulu’s new political thriller drama starring Sterling K. Brown, James Marsden and Julianne Nicholson, they answered the question honestly, if not completely, ahead of the Dan Fogelman-created show’s Jan. 28 premiere in TV spots and online promos, collaborations with influencers, and even skywriting across major U.S. cities, by making it clear what they were saying was suspicious each time. From “This Is Us” creator Fogelman, “Paradise” follows Brown’s Xavier Collins, a Secret Service agent charged with protecting former president Cal Bradford (James Marsden) in a picturesque community. Ryan says the “Paradise” premiere marketing plan, which the department began developing six months ago, was “a delicate balance turning over each card slowly and strategically,” and required the team to keep track of a “very intense and very long” Google doc coordinating the rollout and assets.
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