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Well they will be a bit late in mentioning The Affair as it finished last week. By next season everyone (except us) will have forgotten who Josh was dating or what he was doing at this moment in time, whether real or fabricated.
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The Affair´s
PR campaign is
on for a whole year, actually.
For example, Showtime does Emmy campaign for
The Affair every year in spring and summer, after the season is finished, with cast attending events, giving interviews etc.:
The Affair Emmy FYC event, May 6, 2015
The Affair special screening for Emmy FYC, April 18, 2016
Then Summer TCA, then DVDs come out, then the new season premiere event, talk shows interviews etc.etc.
The Affair is on demand for a whole year on many platforms and it is shown in many countries, not just in the USA.
It´s pretty much the same for every US show that is sold internationally.
I saw Fringe cast interviews and commercials that they did just for Germany, or UK and other countries. For example, after S3 in the USA ended, A.Torv went to Europe and did there interviews for Fringe, because it was later on in Europe than in the USA. After Fringe S5 was off the air in the USA A.Torv went to Japan in June 2013 and promoted Season 5 there, because in Japan S5 came out later than in the USA. J. Noble and J.Nicole were at several Fringe panels during show´s production hiatus and after Fringe ended. And Fringe cast attended Summer and Winter TCAs every year, NYC and San Diego Comic Cons, award show events etc. Pictures taken on Fringe set were used to promote Fringe in the media.
Candid pictures of Josh out and about were also used to promote Fringe.