Case Study: The Night Manager
Launching the Emmy® Award and Golden Globe® Award winning television adaptation of John le Carré’s espionage novel The Night Manager on AMC in more than 125 countries.
Tom Hiddleston in The Night Manager
Objective
AMC Global secured the international broadcast rights for the first television adaptation of a John le Carré novel in more than 20 years. A co-production between BBC One, AMC and The Ink Factory, The Night Manager stars celebrated actors Hugh Laurie (House) and Tom Hiddleston (The Avengers) and was premiered exclusively on AMC in over 125 countries.
Tactics
A multi-faceted global PR campaign was developed to highlight the renowned source material and superb acting talent that was cast to bring John le Carré’s espionage novel to life. In partnership with The Ink Factory, reporters from around the world were invited to attend the global premiere and press junket at the Berlin International Film Festival. This included participation from Oscar® winning director Susanne Bier, stars Laurie and Hiddleston, and co-stars Olivia Colman (Broadchurch), Tom Hollander (Doctor Thorne) and Elizabeth Debicki (The Great Gatsby). Filmed in the UK, Switzerland, Majorca and Morrocco, the high production quality and beautiful locations were highlighted alongside the intricate plot which many found comparable to a James Bond film. Additional telephone interviews were arranged for cast and production crew with high profile international media outlets leading up to the premiere. Press screenings in key markets were also orchestrated with cast and producers.
Results
The Night Manager became one of AMC’s most critically acclaimed dramas in recent years with exceptional print, online and broadcast coverage worldwide. Metro in Holland called it “an exciting new espionage show” and Spain’s La Razón stated it’s “full of action sequences and dramatic development.” The drama received 12 Primetime Emmy® nominations and won two awards including Outstanding Directing for a Limited Series, Movie or Dramatic Special for Susanne Bier.
Tom Hiddleston, Hugh Laurie and Olivia Colman also won Golden Globe® Awards for their roles in the drama.