FX's THE BEAR "System" (Airs Thursday, June 23) Pictured: Jeremy Allen White as Carmen 'Carmy' Berzatto. CR: Matt Dinerstein/FX
LOS ANGELES – The Bear has returned from its slumber as FX premiered the fourth season of its acclaimed culinary dramedy on Hulu this Wednesday, June 25, catching some fans off guard due to its seemingly understated promotion.
Immediate Impact
Unlike the inaugural season of The Bear, which inundated New York City’s mass transit with advertisements featuring Jeremy Allen White, known for his role as Lip on Shameless, the latest season’s promotional efforts appear less visible on the streets. However, a significant presence on social media platforms like TikTok suggests a strategic shift in marketing focus. An FX spokesperson confirmed that the marketing campaign remains as robust as ever.
Key Details Emerge
Press coverage for The Bear season four has been notably sparse. Originally, FX planned a virtual press conference on June 9 to promote the new season and support its FYC (For Your Consideration) awards campaign for season three. The event was canceled due to scheduling conflicts and was not rescheduled.
While FX assured that individual interviews with the show’s leads—Jeremy Allen White, Ebon Moss-Bachrach, and Ayo Edebiri—would still be possible, availability issues persisted. White is involved in an upcoming Bruce Springsteen biopic, while Moss-Bachrach is set to star in July’s Fantastic Four. Other key figures, including series regular Matty Matheson and creator Christopher Storer, were also unavailable.
Industry Response
In contrast to typical industry practices, where producers and main cast members engage heavily with the press before a new season’s launch, FX’s approach for The Bear season four was unconventional. Despite FX’s history of Emmy success, their decision to limit press interaction raises questions about the strategy behind the show’s publicity campaign.
By the Numbers
FX provided early access to screeners for over 219 critics and reporters across 108 publications, showcasing a selective approach common among high-caliber series.
What Comes Next
Reviews for The Bear season four were embargoed until 11:15 p.m. PT on the night of the premiere, precisely six hours and 15 minutes after the show’s Hulu release. This timing aligns with the total runtime of the new season, ensuring fans could view the entire season before critics’ reviews could potentially influence opinions.
Background Context
FX’s decision to withhold episode titles and descriptions until after the premiere reflects their commitment to preventing spoilers, a practice that aligns with their previous strategies. During season one’s launch, even minor casting details were closely guarded, highlighting the network’s protective approach to the show’s narrative surprises.
Expert Analysis
While FX’s press strategy may seem unusual, it underscores the balance networks must maintain between media relations and fan engagement. The spokesperson emphasized the importance of this balance, acknowledging that it doesn’t always succeed. The media’s generally positive relationship with FX suggests that this instance might be an anomaly rather than a new norm.
Future Implications
As the embargo lifts and reviews pour in, initial feedback on season four is largely positive, despite being the series’ least critically acclaimed season to date. Critics like THR’s Angie Han noted a perceived decline in the show’s innovative spark, suggesting a potential winding down of the series.
With the promotional campaign’s unconventional nature, The Bear season four’s success will ultimately depend on its reception by fans and critics alike, who now have the opportunity to form their own opinions.
