We are living in the age of the reboot. For years, the Cineplex has been the realm of reboots for robots, superheroes and classic TV shows. Increasingly, the domain for reboots, revivals, sequels, prequels, spinoffs or whatever you want to call them, has spread over to TV.

In an over-crowded landscape with “too much TV,” networks are tapping into the primordial DNA of pop culture: nostalgia and fandom. Given how potent that combination can be (see: Jurassic World), it makes almost too much sense. Networks are searching for familiar properties with existing fanbases in an effort to differentiate themselves and stand out from the crowd.

Seemingly every day another property is being revived for TV, as nearly every network is getting in on the act as we enter the 2015 Fall TV season.

Netflix kicked off the latest cycle on July 31 with a prequel of David Wain’s cult movie Wet Hot American Summer, subtitled First Day of Camp. Next up: the network is resurrecting Full House with an even Fuller House, slated for a 2016 release.

The buzziest show for ABC this fall is the return of The Muppets (on September 22), reimagined in a modern, mockumentary style. ABC is also remaking the John Candy comedy Uncle Buck for TV with an all African American cast headlined by Mike Epps, capitalizing on two TV trends turned standard fare: reboots and diversity.

Five years after the last episode of Heroes, NBC returns to Tim Kring’s super powered universe on September 24, with Heroes Reborn picking up right where it left off, blending new and familiar characters.

On January 24, those that Believe will have their faith rewarded when Mulder and Scully return for six episodes of FOX’s fan favorite The X-Files.

Sometime next year, coffee sales will skyrocket when Showtime unveils the next chapter in David Lynch’s Twin Peaks saga.

One of the most highly anticipated of all the reboots, and certainly the grooviest, is Starz’s Ash vs. Evil Dead, taking place 30 years after Bruce Campbell’s Ash Williams last battled the bloody Deadites.

“Ash vs. Evil Dead is a new TV incarnation of the classic Evil Dead movies,” said Alison Hoffman, EVP of Originals Marketing for Starz, who spoke to the benefits and challenges of marketing a rebooted series.

Starz kicked off their campaign at San Diego Comic-Con this summer with the release of the first trailer, garnering over 16 million views. According to ListenFirst Digital Audience Ratings, Ash vs. Evil Dead experienced the most growth in buzz out of any TV or film at SDCC.

“The benefit of marketing a cult classic is a built in and passionate existing fan base—one that remembers the original movies fondly and is excited to see the franchise brought back to life on a serialized basis. With social media, we can keep the fan base energized with a pretty constant stream of conversation and content. In turn, those fans become ambassadors for the series, helping to indoctrinate new audiences,” said Hoffman.

To keep the buzz of the chainsaw a rumblin’, Starz will be tireless in the coming months leading up to AvED’s Halloween premiere, with a campaign involving traditional and non-traditional vehicles.

The show is traveling to New York Comic Con, with an interactive booth featuring never-before-seen footage from the series.

“We’re creating a new genre of television.” Go big or go the hell home, that’s our motto. This inside look at the making of Ash vs Evil Dead says it all.

Posted by Ash vs Evil Dead on Monday, August 31, 2015

There will be national theatrical, television and print exposure, along with digital and out of home media takeovers. “The mix of networks, platforms and publications is eclectic, as Ash vs. Evil Dead is a total genre-bender, blending comedy, horror and action in a way you’ve never seen before on TV,” said Hoffman.

Ash will get involved in the current Presidential campaigns with a grassroots social activation.

The stars of the show are curating an #AshvsEvilDead playlist on Pandora.

The first four minutes of the pilot will be launched on October 24 across social media, digital and on demand platforms.

Leading up to Halloween, there will be a Los Angeles premiere event with scares, costume contests and a screening of the show’s pilot. This will be live streamed on social so fans the world over can get in on the return of Sam Raimi’s cult franchise.

Starz is crafting viewing party kits for the premiere. This “encourage[s] groups of friends to watch together and further eventize the premiere,” said Hoffman.

On the Friday before the premiere (10/30), Bruce Campbell will host a marathon of Evil Dead, Evil Dead II and Army of Darkness on Starz. The #EvilDeadMarathon will be accompanied by on-air hashtags tied to the “buzziest moments,” with supporting social content, such as trivia, photos and giveaways.

“The marketing campaign for Ash vs. Evil Dead is a bloody good time. The show is a ride for viewers and the marketing campaign aspires to be as entertaining as the show itself,” said Hoffman. “The challenge is our marketing has to work on two levels. It must satisfy the savviest fans, while also speaking to the uninitiated. The narrative and storytelling needs to be clear to someone who has never seen an Evil Dead movie, but every shot selected, piece of copy written, image shared or music track used needs to nod to the core audience of super fans.”

So far, so groovy.

“Starz has a great track record of bringing fan favorites successfully to the small screen—as we did with The White Queen and Outlander —and building passionate audiences for new series, like Power,” said Hoffman. “Ash vs. Evil Dead is another example of Starz producing a series that both fans and new audiences will love to watch and embrace as their new favorite show.”

Starz isn’t the only one looking to the past to find everyone’s new favorite show. It’s arguably the most popular strategy in the entertainment business, and considering the consistent buzz surrounding many of these projects, we’re just getting started.

Starz hopes the same can be said for Ash vs. Evil Dead, premiering on Halloween October 31 at 9 PM.

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