Tonight at a live premiere screening, indie drama, or as they call it, “noir mystery” web series The Steps will debut to a sold-out audience at what they are calling a “Device Party.” Guests are encouraged to bring out their laptops, smartphones and other internet devices to watch and share the show with peers. Sound like a big virtual street team rally. The event will also live stream on UStream tonight starting at 9:00 PM EST (6p PT).
While the specifics of the budget weren’t shared, they did tell us that the series used all local Chattanooga cast and crew was funded by production partners in concert with a financial grant from Create Here, a local program to build Chattanooga’s cultural economy through arts, economic and cultural development initiatives.
The Steps is a noir mystery web series that tells the story of Charlie Madison, a lowlife private investigator from Los Angeles who’s forced to live under an assumed identity in middle America to escape his criminal past. A key player in the blackmailing enterprise of Dante Pelinsano (based on the infamous “P.I. to the Stars” Anthony Pellicano), Charlie has to split town when the Assistant D.A. who put Dante in prison seems to determined to take him down as well. Charlie takes on the name “Ron Harlin” and starts driving east, stopping when he feels he’s gone far enough, which happens to be the midsized city of Chattanooga, TN.
The marketing and promotion of the event is one of the most ambitious we’ve seen for an independent web series, using a number of traditional entertainment media buys and outlets to make a splash this week. Radio interviews, local TV crews, pre-roll on Hulu videos, even local bus wrap ads are in the mix. Can you name another web series that launched with bus ads?
Space Truffles Enterainment is handling the marketing and sponsor integration for the series. Space Truffles’ Gennefer Snowfield (who has been a guest author on Tubefilter News) shared with us a full run-down of the launch-week marketing plan:
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