FX is turning up the heat as Emmy voting kicks into high gear with a large campaign war chest designed to show off their prime contenders American Horror Story, which leads all shows with a whopping 17 nominations in the movie/miniseries categories, and Louie which nabbed 6 nods including Best Comedy Series. Last Friday FX and Fox TV threw a summer barbeque and cast and crew conversation on the Fox lot for American Horror Story Asylum, and last night FX rented out the TV Academy’s Goldenson Theatre for a screening of Louie and a rollicking on-stage conversation with Louis C.K. and moderator, comedian David Steinberg. The place was packed to the rafters, presumably with Emmy voters though in this phase of voting members sign up for specific panels and at-home viewing, so exactly how many of the 600 or so who crowded into the theatre can actually help the Emmy chances of Louie is questionable.
None of that seems to matter to FX President John Landgraf who told me at the lavish post-reception the hefty outlay of funds for billboards, trade and newspaper ads and events like this is worth it, not only because they might be hitting some of those relatively few mystery voters (he estimates there could be about 1000-plus who vote for Best Comedy Series) but also to make a public and industry statement that FX is indeed a major player now in the Emmys and proud of their shows. Certainly AHS which also nabbed 17 nominations last year too and Louie would seem to confirm that. Incidentally FXX, the brand new spinoff network is the broadcast partner for the Academy’s Creative Arts Primetime Emmy show this year and Landgraf is glad they landed it. (more…)