Magazine article ADWEEK

FX Rushes Sheen Sitcom to Market: Network out with 1,700 Presales Packages Even before Anger Management Pilot Is Shot, Vetted by Top Executives

Magazine article ADWEEK

FX Rushes Sheen Sitcom to Market: Network out with 1,700 Presales Packages Even before Anger Management Pilot Is Shot, Vetted by Top Executives

Article excerpt

The network president hasn't seen so much as a script outline, and the star spent most of Last year careening through a very public self-immolation. Yet for all the uncertainty hanging over the forthcoming Charlie Sheen comedy Anger Management, the cable network FX is already taking the show to market.

As part of a play FX is calling "Anger Monday," the network on Jan. 23 will send Anger Management pre-sale packages to 1,700 marketers and media buyers. The culmination of a four-week direct marketing push, Anger Monday will. serve as a jump ball of sorts, a first-come, first-serve overture that puts prospective clients on an equal footing.

Selling time in a scripted series that is still very much in the embryonic stage of development--a dozen story tines have been mapped out, but FX Networks president and general manager John Landgraf told Adweek he hasn't even been presented with a first draft, Let alone a pilot--is hardly standard operating procedure, But early demand for the project prompted the unconventional auction. "We've never done anything like this before because, frankly, we haven't had anything of this magnitude in our Lineup," said Bruce Lefkowitz, evp, ad sales for Fox Cable Entertainment. "There's been more pre-sale interest for Anger Management than any other show we've ever had."

The deal structure could make Anger a particularly attractive buy. When Landgraf made the bid for the project in October, he agreed to order 10 episodes, with the provision to buy 90 more should the show hit its ratings guarantees. …

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