Binge Party: How TBS's Search Party Brought Binge Watching to the Red Carpet
December 1, 2016
The following is a guest post from Kevin Little, PR Director, TBS & TNT:
As we all know, "binge watching" has become a dominant practice over the past few years. For Search Party, the latest of TBS's new breed of comedies, the network has set out to target the binge-watching crowd by rolling out the entire 10-episode first season over five consecutive nights. With its continuing storyline about a group of 20-something New Yorkers who become involved in the search for a missing woman, Search Party lent itself perfectly to such a condensed rollout.
But giving viewers the chance to binge a show – especially a new one - wouldn't work if they didn't know about the show first. So TBS embarked on a unique of introducing the show to taste makers by creating an intimate, high-culture event at Manhattan's Metrograph Theatre. And in taking a decidedly unique approach, the kick off of the event featured a binge screening of the entire first season – all five hours of it.
On hand for the Search Party event were cast members Alia Shawkat, John Early, John Reynolds, Meredith Hagner and Brandon Micheal Hall, as well as executive producers Michael Showalter, Sarah-Violet Bliss, Charles Rogers and Lilly Burns. An after-party kicked off immediately after the binge, featuring live music by Purity Ring and Grace Mitchell, beats by DJ Vacations and "A Fair and Honest Appraisal of Your Appearance" by the anonymous performance artists The Bumbys.
Invited social media influencers, hailing from the worlds of beauty, fashion, fitness, music, art, comedy and more, as well as top brands like Vogue, People, Buzzfeed and Barney's, posted comments, photos and videos from the event to their more than 4 million followers on Instagram.
The result? TBS's Search Party event reached more than 6 million people on social media through the influencers' posts on Instagram, Snapchat and other platforms. It also snagged press coverage from such outlets as Huffington Post, Brightest Young Things and Pretty Proper Quaint, to name a few. And that's on top of the overwhelmingly positive buzz the show itself has garnered from across the media spectrum, including a 100% Fresh critics rating on RottenTomatoes.com. Binge-worthy and buzz-worthy: now that's a winning combination.
TBS has embraced the binge approach. Back in January, the network launched its new comedy series Angie Tribeca with a 25-Hour Binge-A-Thon, generating a ton of buzz across both traditional and social media by offering what was at one time unthinkable for a cable network: an entire season of first-run episodes made available at one time. As a result, Angie Tribeca kicked off TBS's unbroken string of six comedy hits launched in 2016, a list that now includes Full Frontal with Samantha Bee, The Detour, Wrecked, People of Earth and now, Search Party.
The entire first season of TBS's critically acclaimed comedy series Search Party is available for binge-watching through TBS On Demand, the Watch TBS mobile app and tbs.com, as well as through the apps and sites for partnering cable and satellite providers.