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The New York Times is calling Hulu’s new TV series, The Handmaid’s Tale, “spectacular.” Based on Margaret Atwood’s 1985 novel of the same name, the series currently has a 100% approval rating on Rotten Tomatoes and “universal acclaim” on Metacritic.
Riveting and chilling storyline aside, part of The Handmaid’s Tale’s immediate success–it has already been renewed for a second season in 2018–can likely be attributed to Hulu’s experiential marketing campaign in New York City during the week of the series premiere April 26-30. Passersby on the High Line were drawn to a vivid, brightly lit art installation stocked with 4,000 free paperback copies of Atwood’s novel.
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