Users of Entertainment Weekly’s Must List app will be able to click on an ad for ABC-TV’s Once Upon a Time to read the show’s pilot script from within the app. The show premieres Sunday, and the ad will be on the app until Oct. 31.
The ad is seizing on the social TV trend, which combines viewing and social interaction as viewers try to deepen their engagement with shows.
ABC did something similar last month, when it offered the pilot of Revenge for free as a script download on Kindle.
In trying to stay current, EW, along with i.TV,
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