Who Is America?, the latest TV series in which comedian and provocateur Sacha Baron Cohen interviews people while in disguise and tries to get them to do or say outrageous things, arrived under a veil of secrecy. Showtime, the network airing it, announced the show a little over a week before it was scheduled to debut, and conducted exactly one screening for critics. Before seeing it, we were required to sign nondisclosure agreements saying we would not say anything about the contents of the episodes until a very specific time: less than 24 hours before the show aired.
This may sound like no way to run a publicity campaign, but Who Is America? has received one hell of a publicity campaign nonetheless. And Showtime hasn’t had to pay a single cent for it.
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