FX is a savvy Emmy player. Back in 2002, it became the first basic-cable network to nab a top award when Michael Chiklis ("The Shield") won best drama series actor. Two years ago it became one of the first basic-cable channels to be nominated for best drama series (along with AMC for eventual winner "Mad Men") when "Damages" made the list. "Damages" repeated that feat last year (as did "Mad Men," which won again) while its star, Glenn Close, prevailed as best drama series actress at both derbies.
Now, watch out: FX is making a major push for more Emmy glory. Not only did it just ship a handsome package of three DVDs to TV academy members, but it published a glossy 56-page publication that's bundled and poly-bagged with the June issue of Emmy Magazine, which is sent separately to all 14,000 academy members.
The publication deserves an award for marketing savvy. Text is large, bold and easily readable (thank you, art director). Design is elegant and dramatic. Most curious: what FX touts first inside its pages — "Sons of Anarchy," which is the network's highest-rated series ever. TV critics are crazy for it too. Blurbs inside the booklet quote the views of top media like Time magazine ("one of the best dramas on TV") and the New York Daily News (" 'Sons of Anarchy' can't be left out of any conversation about the golden age of cable drama"). EW.com says Katey Sagal "delivers a steely, layered, Emmy-worthy performance."
Next inside the booklet: "Justified." Matt Roush of TV Guide calls the new crime show "an instant classic," adding, " 'Justified' is cool. It is hot. And it is great."
Other sections of the booklet tout the virtues of "Damages," "Rescue Me," "Nip/Tuck," "It's Always Sunny in Philadelphia," "The League" and "Archer."
Below, contents of the DVDs:
"Nip/Tuck" — "Hiro Yoshimura"
"Rescue Me" — "Drink"
"It's Always Sunny in Philadelphia" — "The Gang Hits the Road"
"The League" — "The Bounce Test"
"Archer" — "Skytanic"
"Damages" — "Your Secrets Are Safe"
"Sons of Anarchy" — "Balm"
"Justified" — "Fire in the Hole"
Top photo: "Sons of Anarachy" promotional shot. Credit: FX.
Bottom photos of FX Emmy mailer: Tom O'Neil