On April 7, fans of the drama “Mad Men” will tune in to AMC, rally their attention spans and commit two hours of their time for the show’s sixth season premiere. Long premieres often feel more intrusive than an intentional viewing marathon, but the two-hour premiere has become increasingly popular among shows with considerably less critical clout than “Mad Men.”
However, the two-hour premiere is used to little effect. After an aggressive publicity campaign, “TV Guide” reports that “Red Widow’s” recent opening brought in lukewarm ratings.
The logic behind a two-hour series premiere seems unclear — why would viewers set aside two hours for a new show while there is so much content waiting online or in TV repeats? Even if “Red Widow” sounds thrilling, why take a chance when “The Sopranos” is just a click away?
This phenomenon is far from confined to the world of scripted television. “The Celebrity Apprentice: All Stars” recently employed the tactic and debuted with record-low ratings.
However, the recent “RuPaul’s Drag Race” season five premiere brought in more viewers than any previous premiere on LOGO. “Dancing with the Stars” has an annual two-hour premiere and maintains decent ratings.
Why does “Apprentice” fail where “Drag Race” and “Dancing” succeed? Trump’s noxious media presence has likely played a role in the “Apprentice” slump. Further, the other two shows enjoy dedicated fan bases and stable formulas while “Apprentice” has transformed, fortifying its disappointing quality over the past several seasons.
Thus, the two-hour premiere doesn’t seem problematic for shows with dedicated viewers. The extra hour seems unlikely to deter committed fans, yet it scares away more casual viewers. As people continue to marathon shows online, it seems they have an increasing tolerance for long TV-sittings. But executives fail to grasp that the two-hour premiere is a hurdle to overcome, not an incentive to tune in.
Netflix marathons happen on our own terms, and few cross their fingers for an extra hour of commercial-blocked television. A high rating for a two-hour premiere is surely a testament to appreciation for the show, but it says nothing about whether people desire an extra hour. Even for fans, the two-hour premiere is likely to feel daunting rather than exhilarating. It may mean more content, but it also requires more commitment.
Jake Folsom is a contributing writer. Email him at [email protected].
