'AHS' Season 3 Premiere Sets New Ratings Record

The premiere of ‘American Horror Story: Coven’ proved a huge success for FX.  ‘Coven’ has been crowned the most-watch, highest-rated telecast for the ‘AHS’ franchise.  The show pulled an all-time record, with a total of 5.54 million viewers during its debut. Compared to season two’s highest viewership rating, ‘American Horror Story: Coven’ jumped 44 percent.  The premiere averaged a series record of 3.87 million adults 18-49 (3.0 rating), an improvement of 39% compared to last season’s numbers. The show’s 3.5 rating in adults 18-34 (2.34 million) outranked all broadcast networks during primetime except for ABC's 'Modern Family.'  According to data by Nielsen, 'AHS' brings in an average of 4.3 million viewers for each aired episode.

Below: Ratings chart for seasons 1-3 of 'American Horror Story'

The previous season (‘Asylum’) saw an average premiere audience of 3.9 million viewers with a 1.6 rating. 

The first season of ‘American Horror Story’ brought in 3.2 million viewers and had a rating of 2.2. 

  

All-Star Cast of AHS: Coven

American Horror Story, throughout all of its seasons, has had a particularly all-star cast for a dramatic tv series.



With show runners Jessica Lange and Zachary Quinto in the first season, many viewers were instantly drawn into the series. With any new tv show, stars are needed to attract viewers, and gaining Quinto fresh out of Star Trek and Heroes was a fantastic choice on the casting director's part.



With Season 2: Asylum's introduction however, the casting has to be revamped to keep their audience. And that's exactly when one of the strangest casting choices for a tv series was made: They cast superstar singer Adam Levine as an investigative photographer! Casting the head of hit show The Voice while it was on air and popular boosted ratings and viewership considerably.

With more additions such as Joseph Fiennes along with a good deal of the original cast, Season 2 nailed the casting once again.

Now with the introduction of Season 3: Coven, AHS had to step it up even further. How to do that? Well a multi Academy Award-winning actress would be a good start. Kathy Bates, famous for such films as Misery and Waterboy, was cast as a witch in the newest incarnation of the series, once again attracting the attention of many viewers, old and new.

With some of the boldest casting choices on tv, American Horror Story remains interesting, creepy, and well-acted!

American Horror Story – Creative Marketing

The marketing campaigns for FX’s hit series ‘American Horror Story’ have been incredibly creative and, for many participants, incredibly creepy. Video promos, contests, eerie imagery, and interactive digital campaigns have played an important role in the success of the show.  Interactive websites like YoureGoingtoDieinThere.com (no longer active), and a stunt called “American Horror Story House Calls,” gave ‘AHS’ fans a unique opportunity to be involved with the show.  The “American Horror Story: Family Portrait” allowed users to find facts and clues about the show’s characters through a series of “cryptic” videos.  The second season of ‘American Horror Story’ featured an interactive website (www.ahsasylum.com) that prompted participants to “take the exam.”  Users are guided through a seven-step examination process, administered the Rorschach inkblot test, and asked a series of questions.  I’ve included screenshots from my ‘AHS’ Asylum evaluation below. 

18,000 'AHS' fans applied to "get committed" and were treated with a unique experience.  The fans were "committed" to what appeared to be a run-down asylum in New York, where they underwent personalized "treatment."  This was turned into a series of webisodes that went viral (courtesy of GMR Marketing), prompting major buzz before season two's premiere.

Following the second season’s ad campaign, creators of ‘American Horror Story’ continued rolling out creepy, provocative, and downright weird promos for season three.  Up to the launch of ‘AHS: Coven,’ fans were treated with video teasers and unsettling images.  A disturbing main title sequence was released before the third season’s debut.  This season, ‘AHS’ fans were able to take part in a five-day featured contest in New Orleans, called The Summoning.  Taken together, the ‘AHS’ campaigns have brought the show to new heights.  Below, I’ve included different promotional material for ‘American Horror Story: Coven’. 

FX Original Website for 'American Horror Story: Coven'

Promo poster for 'American Horror Story: Coven' 

Main title sequence for 'American Horror Story: Coven'

Modern Witches aren't happy- Steve Nicks offers redemption

It’s safe to say the show’s creators are not terribly interested in portraying modern witchcraft or Voodoo as life-affirming spiritual paths and studiers of witchcraft are not happy. They are angry with the way AHS has twisted the studies of witchcraft. From vicious spiritual beings to witches who are supposed to be suffragettes who gang stab people. Since when does “feminine might” translate to gang-stabbing? They are hoping the forthcoming episode with Stevie Nicks will offer some enlightenment, some shift in this paradigm of killing. Stevie plays a consistent role as a symbol of true witchcraft throughout the seasons first episodes.

Trailers

Season 3

Season 2

Season 1

- Katy Volpenhein

Creator Ryan Murphy is a TV Genius

For anyone that is not farmiliar to American Horror Story, you can pick the show up at any season that you like without having to watch previous seasons to know what is going on. Ryan Murphy came up with the concept of rebuilding each season but keeping the same actors. Of course it is a risky idea but he has mastered building a plot every season and killing it at the end, only to rebuild a new one the following October. First Season was Murder House, Season 2 was Asylum and Season 3 is The Coven. You would think that you get attached to an actor and a story but when they pop up the following season as someone new, you are never disappointed. Ryan Murphy has created a new type of TV that allows you to never get tired of an ongoing story.


- Katy Volpenhein

American Horror Story: Season 3 - Cinematography Compared to Other Seasons

American Horror story is a horror-centric drama series created by Ryan Murphy and Brad Falchuk, formerly of Glee fame. Each season centers around different story lines and settings while largely maintaining the same principal cast, with characters having similar personalities and motives between the seasons.


American Horror Story: Coven is the third and most recent season of the show, and it centers around witches that survived the Salem Witch Trials and what they are doing in modern day America. While the plot is frightening and driving, the cinematography, in my opinion, is what sets this series apart from the other two. The first season, subtitled Murder House, was indeed frightening, cut relies on little more than slow camera movements to help build up suspense. I did not see anything revolutionary in how Season 1 was shot, and looked like every other drama/horror series out at the time, dark and contrasty. The screenshot below shows a piece of the opening of season 1:

Case in point, nothing special to be seen; it's the same as any other shot of a car on the highway. Similarly, the only cinematic techniques seen during dialogue is shallow depth of field on the actors. Commonly, there are not many aesthetically pleasing aspects seen in Season 1. This following frame shows this:

Now jump to Seasons 2 and 3: Asylum and Coven. With a new cinematographer and new production runners, new decisions were made. With portions of Seasons 2 and 3 taking place in the past, with almost all of Season 2 taking place in the 1960s, actual 35mm film was used for any retro scenes! This decision was used to make the older scenes feel older and grainy, and it definitely paid off. Take a look at this screenshot from Season 2:

Blown-out bright colors? Check. Sharp yet grainy visuals? Check. Washed out color pallet? Check. Film makes the older sequences of American Horror Story stand out greatly.

Now with Season 3, the same changes made to Season 2 are quite apparently, but now an even bigger emphasis was put on the cinematography itself, with more intriguing framings being used instead of the typical symmetry commonly found in Season 1. Here is a picture from Season 3 during the beginning:

Strange, asymmetrical framing and stark color differences with a bizarre color pallet? American Horror Story: Coven stands out the most from the other two.