Showtime's ''Huff'' gets seven Emmy noms -- The under-the-radar show caught the Academy's attention with a mass-mailing of the entire-season DVD
The biggest shocker when Emmy nominations were announced July 14? An astounding seven noms for Showtime’s Huff. The below-the-radar series (it attracts roughly 1.5 million viewers) starring Hank Azaria as a troubled therapist racked up nods for best actor, supporting actress, and director. How did a show with fewer viewers than Grounded for Life and less critical kudos than, say, HBO’s The Wire end up the belle of the Emmy ball? ”We’re the first to ever send an entire season on DVD to almost all 12,000 Academy members,” explains Huff creator Bob Lowry about Showtime’s innovative campaign strategy. ”And we mailed them out four months before the Emmy deadline. Hey, you’ve got to take risks to get noticed.” The risk paid off (and didn’t skirt Academy rules) — but it wasn’t cheap: It cost Showtime around $100,000 to produce the DVDs, and that’s not including postage. ”I feel like we are coming out from under a rock,” says Lowry of all the nominations. ”I was hoping for one nod — and I didn’t care if it was for hair.” Academy members, expect a lot of viewing pleasure next year.