Starz Promotes 'Torchwood' Premiere With Fake Protest March

By Anna Sekula July 8, 2011, 12:00 PM EDT

The day before the July 8 premiere of Torchwood: Miracle Day, Starz employed a mob of masked people to march through cities, including New York (pictured), Los Angeles, Chicago, Boston, Houston, Philadelphia, and Dallas. The stunt imitates a scene from the television series.

Photo: Jika González for BizBash

As a quirky way to draw attention to the premiere of its new show Torchwood: Miracle Day, Starz mounted a fake protest march in 11 cities on Thursday afternoon, mobbing the streets of major markets like New York, Los Angeles, and Chicago. The stunt, which involved dozens of people in white masks holding signs bedecked with phrases like “Who will save us” and “Death ends,” hit the cities the day before the debut of new series, a co-production between the U.S. cable network and British broadcasting companies BBC Worldwide and BBC Cymru Wales.

To give it a twist, the procession was a silent one that involved almost no interaction with gawking passersby, other than to pass out globe-shaped stress balls marked with the name of the Doctor Who spin-off and the date and time of the premiere. And to spread the word about the sci-fi show further, the signs also included the Twitter hashtag for the series, #miracleday.

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