So what are Matt Weiners instructions to the promo department, exactly? Call it attrition warfare. “First it was like, ‘Please don’t mention anything beyond the first twenty minutes of the show, please don’t spoil this story, please don’t spoil that story.’" he recalls. "Then there was the idea of, ‘Can you at least do what they used to on The Sopranos promos, which is to make it look like it’s some other kind of story?’ That required a ridiculous amount of effort and wasn’t always possible, even in The Sopranos promos. Eventually, they sort of evolved into this kind of non sequitur thing.”
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