FX Emmy campaign for 'Damages,' 'Rescue Me' and 'The Riches' – literally thinking outside the box

If TV academy members momentarily forget the promo slogan of FX when they get the network's Emmy DVD mailer this week, they may think it means something else. "There Is No Box" seems quite ironic considering that the mailer, for the first time ever, doesn't come in a box. Just like most other channels, FX is going green, nixing the big bulky packaging that usually encases screeners. The two DVDs are affixed to the inside front cover of 5.5-by-8-inch brochure sent to all 14,000 ATAS members.

Disc One contains the pilot of "Damages," which has been submitted as the sample episode Emmy judges will evaluate if the show and/or Glenn Close make the top 10 runoffs for best drama series and lead actress. (Ted Danson submitted the second episode, "Jesus, Mary and Joe Crocker" in the supporting-actor contest.) It also includes "Rescue Me's" and Denis Leary's sample episode "Babyface" plus "Nip/Tuck's" "Carly Summers." Disc Two contains "The Riches" episode "Slums of Bayou Hills," "Dirt" episode "Welcome to Normal" and two segments of "It's Always Sunny in Philadelphia" ("Mac Is a Serial Killer," "Sweet Dee's Dating a Retarded Person").

Two weeks ago FX sent a separate DVD mailer containing discs of the full first season of "Damages" to the 4,600 members of four academy branches: actors, writers, directors, producers. That's to remind them of the critically hailed show that ran for 13 episodes last year from July to October. In order to get Emmy voters hooked on the serialized thriller back then, FX launched the earliest campaign in Emmy history by sending five episodes to the full academy membership in September. Serialized thrillers have done surprisingly well at the Emmys in recent years, with victories as best drama series by "24," "Lost" and "The Sopranos."