Very curious. CW has officially informed reporters today that it won't be sending out an advance screener on its Great Remake Hope of the new season, "90210," from CBS Paramount Network Television.
Of course, we automatically assume the worst in these situations. Insiders maintain that it's absolutely not the show has canine qualities, but they want to keep the pilot on a short leash until its Sept. 2 preem. In fact, CW and CBS Par TV aren't all that worried about bad reviews dissuading the target "90210" viewer from tuning in, because they don't think the target "90210" aud gives a hoot about reviews. (However, let's face it, a preponderance of bad reviews would be dent the consciousness even of those whose only reading material these days is text messages and TMZ.)
There is also genuine concern at the network and studio about bootleg versions popping up on the Internet, which is a hazard of sending review screeners out to hundreds of media outlets. So in an effort to get as many eyes as possibly tuned to the CW on Sept. 2, the pilot will stay in the can until then. Which is not to say that a few choice "90210" clips won't make their way on to the Web in the next few weeks.
"The CW and our studio partner CBS Paramount Network Television have made the strategic marketing decision not to screen "90210" for any media in advance of its premiere. We're not hiding anything . . . simply keeping a lid on 90210 until 9.02, riding the curiosity and anticipation into premiere night, and letting all our constituents see it at the same time," the network and studio said in a joint statement Monday.
"Constituents?" Well, it is an election year...
(Me, I still can't get over the thrill of seeing Michael leave his B-more troubles behind for the lazy life of luxury in BevHills. "Wire" fans, Tristan Wilds fans -- you feel me?)