Folks pedaling bicycles to make a point
Team of 40 will provide power for screening of NBC's 'Revolution'
September 5, 2012
When airing a show about an apocalyptic world where all traditional power sources have been eliminated, is there any better way to promote the program than by using a non-traditional power source?
No, according to NBC.
To hype the premiere of the new show “Revolution,” which depicts a world where all traditional power has vanished, the network is hosting a sneak preview tonight in New York City.
What’s special about this showing is that, like any devices used on the show, it will not be powered by electricity.
It will be powered by bicycles.
Anyone can be one of the cyclists powering the screening, which is taking place at Hudson River Park's Pier 57 at 7:30 p.m.
NBC needs 40 people to generate enough power for the event. Bikers will be chosen on a first-come, first-biking basis.
The network has been promoting the screening through social media as well as local biking clubs like Bike NYC.
One of the people powering the show will be Tim Guinee, who plays Ben Matheson, the father of main characters Charlie and Danny, on “Revolution.” Matheson is hiding a mysterious connection to the blackouts from his children.
NBC is encouraging people to bike or walk to the event, giving it some green cred.
The stunt works because it’s so well connected to the premise of the show. It’s always irresistible to echo elements of a TV show’s plotlines in its promotions, as Fox did last year by holding the premiere of the short-lived drama “Alcatraz” on the actual Alcatraz island.
By drawing a parallel between the show’s lack of power and the alternative energy source provided by the bikes, the stunt ensures that people will remember the plot of the show.
NBC also plans to air traditionally powered advance screenings of “Revolution,” which premieres Sept. 17, in 10 other cities.
Tags: alternative media, Ben Matheson, fall TV, fall tv season, Hudson River Park, media, nbc, nbc revolution, new york city, people, premiere, promotions, revolution, revolution stunt, Tim Guinee, tv
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