Showtime TV series Homeland has a lot of fans in Poland, but since the show doesn’t air on Polish television for weeks after it has run in the US, many fans turn to pirated downloads with Polish subtitles. This fact is now being harnessed by publisher Wydawnictwo Otwarte (Open Publishing) to promote the book, Homeland: Carrie’s Run by Andrew Kaplan, a prequel to the show.
Wydawnictwo Otwarte is working with Hatak, a group that provides Polish subtitles for torrents, to insert a promotion for the book within the subtitles of the pirated series. Maciej Migda, Managing Director at Wydawnictwo Otwarte told TorrentFreak:
We decided to advertise via subtitles because we wanted to show the book to all the fans of the Homeland series in Poland, no matter where they watch the show.
The viral marketing looks to capture viewers attention without disrupting their viewing, says Midga. She explains that the caption occurs during the credits, with phrases such as “‘How did it start? You will learn from a book prequel “Homeland: Carrie’s Run.
The person who creates the subtitles for the pirated series - who goes by the pseudonym Karol – does not feel like it is an advertisement, rather he does it because he believes that fans would want to know about the book. Karol said:
It’s just information for the Homeland fans about the new book, based on Showtime’s hit series. Unfortunately, the book promotion in Poland was really poor, so I thought placing the mention about it in subtitles was in the fans’ best interest.
Normally copyright holders and pirate sites are considered mortal enemies, but in this instance, it is a case of joining forces to reach a wider audience.