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It’s hard to stand out in a sea of fan
featuring an interactive American Horror Story “Hotel,” a medieval forest plucked from the world of The Bastard Executioner, a VR interpretation of The Strain, a Fargo snow globe, trading cards, and more. Spoiler alert: it might be the most fun fan experience at Comic-Con.
But it also serves to put a stamp on the umbrella of FX Networks programming, as well as announce The Bastard Executioner to the world.
Taking over the Hilton Bayfront Park behind the convention center from July 9-11, FX Networks has created a veritable theme park to promote their ever-widening stable of Comic-Con friendly shows. Fans are encouraged to register now to squeeze into what may be the hottest ticket this side of Hall H. Plus, the first 2,500 pre-registered fans receive a FX Fearless Arena tote bag. The tote bag may as well be a sleeping bag—and those come in handy when sleeping out for Hall H—making it worth the effort.
The arena features a combo of fan favorites, returning shows and new shows.
Kenya Hardaway, vice president, integrations promotions at FX Networks, explains the strategy: “We want our space to focus on our bigger originals that are coming out from now until the end of the year. We’ve given [those upcoming originals] extra special attention, and given people an opportunity to engage with those and get excited for them. But the overall brand is obviously very important, and there are a lot of fan favorites, so we want to make sure we’re supporting those as well. There are some shows that are obviously huge with the Comic-Con audience, such as Archer and It’s Always Sunny in Philadelphia, and they’re still part of our network and part of the portfolio. So we want to make sure we have them featured here as well.”
In many ways, the Fearless Arena is a bold statement proclaiming the variety and diversity of programming at FX, while promoting the network’s streaming app, FXNOW.
“It’s important for us for people to understand that FX Networks is a suite of channels, and that we have great programming across all of those channels, as well as available on FXNOW, where they can get access to our originals, some of the blockbuster movies we have, as well as every Simpsons ever through Simpsons World,” Hardaway said.
Within the Arena, FX has put together a combination of VR technology, detailed sets and giveaways to thrust Con-goers into the worlds of their shows.
For The Strain, the sophomore vampire show premiering this Sunday July 12, visitors get to go on an SDCC exclusive two-and-a-half minute Samsung Gear VR 4-D adventure, starring series regular Kevin Durand, blowing wind, vibrating chairs and a sweet interactive vampire filled adventure.
This season’s American Horror Story travels to a draconian Great Gatsby-esque haunted hotel, and those with a strong enough will can get a taste of the show’s newest look by checking in to the two-story model hotel. Inside, fans will find eight “gifting suites” where fans can earn prizes by capturing the most flying dollar bills. The visitor who collects the most fake money in the “cash grab,” will collect a very real $100 VISA gift card. The other participants will get a literal keychain and one of many trading cards that visitors receive following each respective show activation, inspiring fans to collect the complete set.
Making its highly anticipated debut is Kurt Sutter’s (Sons of Anarchy) newest show, the medieval epic The Bastard Executioner. Within the medieval forest, brave visitors-turned-warriors square off against their friends (or strangers as was the case for me), to determine who is the mightier fighter and wielder of the high striker and the cross-bow, and more importantly, worthy of a TBX-themed hooded t-shirt (to which victors go the spoils). Helpful hint: I may have been stronger, and more accurate than my opponent, but all that mattered was the keen brain teaser at the end that I failed miserably. Those who have the best command of 14th century Welsh skills will find themselves with one hooded t-shirt to add to their tote bag.
While fans have to be 18 years or older to participate in The Strain, The Bastard Executioner and American Horror Story: Hotel, there’s plenty more to do and see.
The second season of the critically acclaimed anthology series Fargo has brought a 20-foot inflatable snow globe, with snow flurries and a façade of a Waffle Hut, one of the more important venues in the FX show’s 2nd season.
Many other shows also get flourishes: there’s an Archer-themed water fountain modeled after Pam’s Dolphin Puppet; an It’s Always Sunny In Philadelphia sunscreen station; concert button giveaways for the new Denis Leary show Sex&Drugs&Rock&Roll; and the Kwik-E-Mart Truck will be on the premises Saturday, July 11, bringing free Squishees in honor of The Simpsons, whose entire run is available on FXX and FXNOW.
The swag continues: fans can snag collectible trading card sets with cards from American Horror Story, Fargo and The Strain, and everyone who registers will get a code for a 12-day trial access to FXNOW.
In addition to the many freebies, FX is running a American Horror Story: Hotel sweepstakes, where everyone who has registered is entered to win a grand prize two-person, two-day trip to a legendary hotel (like say, the Chateau Marmont) of their choosing in Los Angeles or New York City. Other visitors will have to settle for awesome The Bastard Executioner t-shirts, American Horror Story key chains, and waffle-scented Fargo air fresheners.
While the lines are long, FX has assuredly made its mark this year, and fans can join the conversation at #FXSDCC, with social mentions scrolling on their massive LED wall backdrop.
For The Bastard Executioner, this is the launch of what promises to be an intense marketing campaign. As the first silo, Hardaway hopes that “people will leave here knowing it’s coming to our air.”
But how does FX follow this effort in their continuing marketing campaigns, especially for a brand new show like The Bastard Executioner?
“We go up, I can tell you that,” said Hardaway. “When we started this process, we didn’t even have a greenlight on the series [The Bastard Executioner] yet. We had faith that the show would be coming to our network, and it’s a great concept, a great pilot, so we just started figuring out how we could give people a taste of it, and let people know what’s to come. And from here you’ll start getting more visuals, [seeing] the tone and the feel of the show. More will be revealed.”
Indeed, more is coming as soon as this weekend: “There’s a sneak peek of The Bastard Executioner in our Sunday panel, the FX panel with The Strain and Sex&Drugs&Rock&Roll. There will be a sneak peek there, so people will start to get a taste of it.”
Comic-Con attendees are getting more like a full meal from FX Networks this year.
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