So I was at home last night, watching Last Comic Standing (where Gerry Dee pulled out a more… television-friendly version of the most hilarious joke ever… YouTube video at the end of this post) when I saw a commercial for this fall’s NBC lineup. Specifically, it was touting what NBC is hoping to make its key (and theoretically LOST-defeating) trifecta of The Bionic Woman, Heroes and Journeyman. Heroes, obviously, started last year, but the other two shows are new. NBC is running the promos like they’re all established hits — bad marketing, in my opinion. But let’s break it down.
First, the new shows. I have to say, The Bionic Woman looks pretty awesome. Unlike the original series, the re-make will have a far darker and more violent edge — you can already see it in the promos they’re airing. I like the darker take on it, and I think it looks interesting, although whether it will sustain my interest past an episode or two is very much in the air. Then there’s Journeyman, which is getting (frankly) terrible reviews in the few magazines who have previewed even part of the pilot. The last thing I saw about it (in what was either Rolling Stone or US Weekly… totally different, I know, but I get them both and I read them back to back) was that the pilot and series would have to be totally reworked for the show to be a success. Television critics who are willing to say that so early on (even if they work for crap like US Weekly) need a lot of balls… and are probably right.
So what does NBC sandwich into the middle of that to make sure people stick around for Journeyman? Why, Heroes, of course. And while I was excited for Heroes when it was announced last year — it sounded awesome — I was incredibly disappointed, even angered, by its actual execution.
First of all, you are not LOST. I’m sorry Heroes, I know you want to be — hell, you really, really try to be — but you are not LOST. It took LOST 2 whole seasons to build up the kind of hype and anticipation they have now; the first season’s cliffhangers and mysteries led to increased second season speculation and mythology, that led to an engaging online summer game, that led to full-on frenzy during the third season. That means LOST earned the right to promo mysteries and plot turns and have the world practically stop to watch. You, Heroes, started your season with “Next week on”s that tried to capture the breathless anticipation of the LOST universe without any of the effort.
And “Save The Cheerleader, Save The World?” You killed that in episode, like, six!!! The whole point of having a big catchphrase like that in your promos is to pull viewers along all season. But you totally jumped the shark. And after you jumped the shark, and the writing (which was pretty damn bad to begin with) got even worse, you then tried, tried, to make us care about Sylar and Milo Whats-his-face’s character (Peter? Was that one Peter?) when all we really wanted to do was watch Hiro because Hiro is the only character who is both complex and funny enough to be even remotely entertaining. Claire threw fits, her father got awesome (ok, ok, Mr. Bennett FTW, though it’s a close race with Hiro, lemme say), mind-reading cop got lamer and lamer, and the whole thing ended with an episode that was really boring, and really, really disappointing. You lose, Heroes. You cannot promote your show as “the most exciting show of last year.” Bullshit. That title belongs to LOST. It always has, and it always will. Well, except when 24 is good, because when that show’s on it’s pretty much a fight to the death between it and LOST. But you catch my drift.
The bottom line is that Heroes is vastly over-marketed, and its marketing, thusfar, has far outshone the show itself. Heroes needs better writing and more patience if they even hope to establish the kind of fanatical following LOST inspires. So back off, Heroes. We’ll fight you.
UPDATE: Whoops! I forgot to put up that YouTube I promised. Well here it is, the more explicit version of Gerry Dee’s excellent school project joke that includes the punchline that nearly made me wet my pants:
– Sara Tenenbaum