Case Study: Humans

Launching multiple seasons of the BAFTA-nominated science fiction drama Humans on AMC in more than 125 countries.

Gemma Chan in Humans

Objective

AMC Global secured the international broadcast rights for multiple seasons of Humans, a science fiction drama exploring the emotional implications of a parallel world in which people live alongside realistic android servants. Starring William Hurt (A History of Violence), Carrie-Anne Moss (The Matrix), Katherine Parkinson (The IT Crowd), Sam Palladio (Nashville) and Gemma Chan (Sherlock), the drama premiered exclusively on AMC in over 125 countries alongside Channel 4 in the UK.

Tactics

Multi-faceted global PR campaigns were developed to support the exclusive launch of each season on AMC. This included arranging telephone and in-person interviews with producers and cast members highlighting the futuristic storylines and gripping characters. Special emphasis was placed on the training involved for the actors playing android servants, which included demonstrations for the media by the show’s movement director. Top tier journalists from Europe and the Middle East were invited to visit the set in London with producers and cast members participating in interviews for high impact features to coincide with the drama’s premiere each season.

Results

Humans achieved widespread critical acclaim and highly impressive ratings after the debut of the series. Key outlets covering the show included El Pais in Spain, Portugal’s Metro, Index in Hungary, Belgium’s De Morgen, Veja in Brazil, Chile’s La Tercera and The Straits Times in Singapore, among many others. Season one averaged 2.1 million viewers on AMC in the US and ranked as one of the top cable dramas of the year. In the UK, it became Channel 4’s highest-rated drama in over 20 years. Humans was nominated for a BAFTA TV Award as Best Drama Series and was renewed for multiple seasons.