CW Fails to Amuse with Hidden Palms Promo Campaign

Remember a time when network promos made you want to watch a show? When they didn't just spoil everything in a single episode (thank you, ABC promo-meisters!) or just ... confuse you?

I'm talking about the blink-and-you-missed-it 15-second promos that CW has begun to air for its summer series, Hidden Palms, which kicks off on May 30 at 8 pm.

For those of you who haven't seen the mind boggling awfulness that are these promos, I urge you to check out the series' "grassroots" site at 08nova.com. Having seen the series, I can say that these promos fail to capture the tone, characters, or mystery in Hidden Palms. Instead, they confuse, irritate, and bore ... all at the same time.

I'm all for mystery and intrigue. The more the better when you only have an eight-episode summer run to entice people with before disappearing off the schedule once the temperature starts to drop. But unlike the Oceanic site launched by ABC and Touchstone for Lost (which intrigued and bewildered at times), these videos wouldn't make me want to tune in.

The promo I happened to catch during last week's clip-show episode of America's Next Top Model (which doesn't appear online) featured Sharon Lawrence brandishing a gun at a guy who asks her where she got the gun. "I'm from Texas," she spits out as she draws the gun upwards. Hmmm.

For a series that features Taylor Handley, Amber Heard, Michael Cassidy, Ellary Porterfield, and Tessa Thompson in various states of undress, I don't know that I would have gone with Lawrence to sell this series in a promo spot that appeared to be a lead-in for a promo of The Pussycat Dolls Presents: The Search for the Next Doll. (Seriously, it was THAT fast.)

Or maybe the CW just doesn't want to spend any money promoting a summer series, even one as seductive a guilty pleasure as its own Hidden Palms.

* * *

Jace is an LA-based television development and acquisitions junior exec who watches way too much television for his own good and would love a TiVo for every room in the house. (He’s halfway there.) His blog, Televisionary, can be found at televisionary.blogspot.com.