When it comes to marketing a new procedural series, the broadcast playbook is pretty traditional: a campaign focusing on the lead actors, in uniform, with a determined look on their face, usually with a gun or sirens also prominently displayed.
But Fox knew it needed a different approach for 9-1-1, its upcoming procedural from executive producers Ryan Murphy, Brad Falchuk and Tim Minear about L.A. emergency responders—police, paramedics, firefighters—who leap into action when a 911 call is placed.
So
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