A studio selling their mega-budget tentpole on television is Film Marketing 101. They want to get the awareness of its impending release out there. If the studio happens to also own a television network, it's not exactly out of the norm to air "A Very Special Sneak-Peek" presentation showing off clips or premiering the latest trailer. I remember tuning into an episode of Smallville back in the fall of 2005 to see the Superman Returns teaser trailer unveiled before it was to be attached to prints of Harry Potter & the Goblet of Fire the following week.
20th Century Fox has been doing the same with James Cameron’s Avatar as of late. They’ve been showing off TV trailers during broadcasts of shows like Glee and what not. That is all well and good. But this has officially gotten out of hand. I’m talking "Really, people?" out of head. Last night’s episode of their popular procedural Bones was Avatar centric. In fact coining a phrase made by CHUDs Devin Faraci, this has officially hit “full Avatard” territory.
I09 has the report up including screen-caps and video clips from the broadcast where the characters are talking about, you guessed it, Avatar. Watching one of the trailers? Check. Talking about how excited they are to see it? Check. Standing in a huge line on its opening day? Duh! Check, of course! Did I mention that Bones regular Joel Moore (shown in the clips provided in the link) happens to have a role in Avatar? What a strange coincidence, huh.
Yes, it’s bad. No, it's not meant to be ironic like having the cast of 30 Rock talking about how great Snapple tastes while flashing its likeness across your television screen. That was clearly meant as a gag by Tina Fey and her team. This, on the other hand, isn't such the case. God if only American Idol was on the air right now. Then we can have Simon Cowell "confess" how his eyeballs were royally fucked by the sheer awesomeness of Avatar.
Do you see the cast of Gossip Girl or Smallville talking about seeing Sherlock Holmes? Give me a fucking break.