Omo, e don happen! Widow’s Bay, the new Apple TV series wey Katie Dippold create, don become the year’s word-of-mouth smash. From Damon Lindelof to Guillermo del Toro, all the big names dey hail the show. Lindelof, wey create Lost and The Leftovers, tok say e be like say he go punch himself for face because of how the show dey jump from horror to comedy to emotion anyhow.
Di show start for late April with no too much fanfare, but now e don blow. Apple TV no do big expensive ads like for Cape Fear, instead dem rely on reviews and celebrity hype. Lindelof even force im writers for new HBO show The Chain to watch am and listen to 15-minute lecture about one scene.
According to Apple TV, Widow’s Bay don triple im launch-week viewership, and every week e dey grow 20 percent. Social media don burst: Apple say na di fastest-growing first-year series ever for dem, based on data from tracking firm Sprinklr. Matt Cherniss, Apple TV programming chief, compare am to Ted Lasso and Severance.
Katie Dippold, wey cut her teeth for Parks and Recreation 15 years ago, say she never see this kind love before. Before, only close friends dey message am, but now plenty people dey reach out. She say she check Reddit and see 90,000 Residents—dat na what fans call themselves—and later r/WidowsBay hit 120,000.
Di show don enter pop culture proper. CNBC anchor for Squawk Box mention am random, and Google add Easter egg for search results. Even Apple CEO Tim Cook, wey usually only hype hits like Ted Lasso and Severance, post about Widow’s Bay for X to im 17 million followers.
Cherniss buy Dippold and director Hiro Murai’s pitch immediately for di room, even though Dippold break rule wey say you suppose compare your show to another. She tok say she no fit compare Widow’s Bay to anything, so she just go like saleswoman: ‘Dis one na like nothing you ever see before!’ Cherniss agree say di different nature na why e rush to order series.
Di marketing team do campaign wey dey different. Dem release teaser where fake town representative just dey walk away with 1980s smooth jazz. Dem do press panel where actor Neil Casey, in character as innkeeper Kurt, moderate. Dippold say she worry say dem go make am too broad, but Apple lean into di mystique and mystery.
Episode four, ‘Beach Reads,’ be turning point. Patricia, played by Kate O’Flynn, throw cocktail party wey make Lindelof say ‘We collectively flip from This is cool to This is next-level.’ Dippold say di episode risk because na departure from setup, but e pay off.
Apple TV already order season two and dey do full Emmy campaign. Di series snag five TV Critics Association Awards nominations, tie with Heated Rivalry and Industry. Dippold say she dey happy say Apple order direct to series, wey spare her from development hell. She hope more creative people get this kind chance.
For season two, Dippold dey write already, and writers’ room go start soon. She want am to come back as soon as possible, no more than two years. Cherniss say dem no go rush quality, but e get advantage to bring am back fast to keep momentum. Dippold even dey think to expand di universe, maybe do stand-alone episode or miniseries about di ridiculous past of Widow’s Bay. Apple dey game: Cherniss say di more stories Katie get to tell, di better.
