‘The Bastard Executioner’ video: When a scythe turns into a swordfight…

Yesterday, we said that FX was starting to take a very “American Horror Story” approach to promoting their upcoming series “The Bastard Executioner,” and the latest promo below is further proof of that.

This is the second promo for the series (premiering this fall) that we have seen in two days, and the theme here seems to be “medieval misdirect,” however bizarre that sounds. The show presents to you a specific imagery, only to then turn things around on you at the last second. At first, we have here a preview that revolves mostly around cutting weeds … only to turn into a swordfight moments later. It’s not particularly scary, but it is also not meant to be. The primary purpose here instead is to more set up this world, which is brutal, merciless, and a place where you have to constantly watch your back. Everyone is constantly jostling to find that higher position, and prove themselves against their opponents.

Here is what we find particularly effective about what the network is doing: It is telling you that this is a show you probably want to watch, but at the same time not actually revealing a whole lot in terms of what it is about. They are leaving that much open to the imagination … though to be frank, there are only so many things that a show called “The Bastard Executioner” and set in medieval times is going to be about.

As we get closer to the premiere (which we are hoping is in September or October), we’ll have some other updates. Stay tuned.

What do you think about this promo, and the promotional strategy that FX seems to be employing? Let us know below, and head over here to get some other TV news on all we cover, sent right to you via our CarterMatt Newsletter. (Photo: FX.)

https://www.youtube.com/watch?v=ovHmP4OunUM