SchittsCreek will have its series finale on April 7. 'I at no point wanted to compromise on quality or storytelling. It just didn’t feel like it was worth the risk to take it any further' - Dan Levy
) — scrape their way from being penniless exiles in a town they’d bought as a joke to being elemental members of the community. They’ve found gratifying work, made real friends and fallen in love.
Despite Netflix being basic cable’s biggest threat, it was Pop’s deal with the streaming service in 2017 that brought a whole new audience to “Schitt’s Creek.” The Netflix effect was “enormous and immediate,” Eugene Levy says. “You could feel it wherever you went — on the street, at an airport, in a restaurant, more people were coming up saying, ‘Love the show!’”
This avid fandom has yielded tangible results, not only in ratings but at last year’s Emmys, in which the dark horse earned four nominations — for comedy series, lead actor , lead actress and contemporary costumes . Among the show’s followers are celebrities such as Jennifer Lawrence, Cameron Crowe and Nicole Kidman.
Levy was hired and found success at MTV, particularly while hosting “The Hills: The After Show,” a talk show that followed broadcasts of the zeitgeist phenomenon of reality series “The Hills.” According to Schwartz, Levy wouldn’t let marketing materials identify him as Eugene’s son. “He wanted to do it on his own,” he says. “It was cool.”
When no U.S. networks bought the show, a friend of Eugene’s suggested they try Canadian broadcasters. CBC immediately ordered “Schitt’s Creek” straight to series, but the show needed more financial partners. U.K.-based ITV Studios came on board as its distributor, and set up meetings for the Levys with U.S. cable channels — one was with Daniel’s old MTV Canada boss Schwartz, who in 2013 had been hired to rebrand TV Guide Network, then owned by CBS and Lionsgate.
When “Schitt’s Creek” premiered, it was a hit on CBC, but its ratings on Pop were fractional. That didn’t matter to Schwartz, who was intent on building a brand. “We loved it,” he says. “And we put 80% of our marketing budget behind it. And then we did it again! It was our No. 1 show, and we just kept hammering it, because we knew we had something fantastic.”
Levy noticed that queer couples were taking pictures of themselves kissing in front of the billboards. He went with Reid, who plays his fiancé, to visit the one near La Cienega Boulevard. “It was gigantic. And it was quite emotional,” he says.
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