The Cycle

Where’s the Project Runway PR?

When I saw the that Project Runway starts its new season on July 16, I was a little shocked. I mean, every other season, I was bombarded with a gaggle of contestants smiling at me from subway advertisements and Heidi quipping “It’s cut or be cut!” during every commercial break. Cue obsessive checking of my DVR that the season premiere will be recorded.

So where is the massive advertising and PR campaign for this season? Some people are guessing that Bravo simply does not want to promote a show that it is losing to Lifetime after this season. Others say the contestants this season don’t lend themselves to exciting promotions.

The Bravo Web site has a countdown until Season 5, but no news about the contestants. Project Runway blogs are getting excited for the premiere, and Entertainment Weekly has an article about the show, especially related to changes based on its soon-to-be new network and locale (the show will move to LA when it switches to Lifetime). But with no press releases sent out with information about the contestants until Monday and no premiere screening DVDs for critics at all, will Project Runway make as big of a splash as past seasons?

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