Now this is marketing. With the fourth season of “House Of Cards” now less than two weeks away, as per usual, Netflix is keeping its cards about the plot close to the chest. So, how do you get word out about the series without showing anything from it? You send Kevin Spacey to Washington.
Last night, the actor attended the unveiling of President Frank Underwood’s portrait at the National Portrait Gallery in Washington, D.C. British artist Jonathan Yeo, who previously collaborated with Spacey, painting him as Shakespeare’s Richard III for the National Portrait Gallery in London, was asked by the Smithsonian to paint the actor for their collection. What followed was a “House Of Cards”-inspired image, and Netflix didn’t waste a moment in creating a pretty nifty promo moment behind it.
“This collaboration with Kevin Spacey, Jonathan Yeo and the museum has resulted in a work that depicts the actor in a compelling role,” said Kim Sajet, director of the National Portrait Gallery. “We were captivated by Jonathan’s bold idea to depict Kevin Spacey as Frank Underwood, which also reflects the changing way in which people consume media. Now ‘binge watching’ television has put control into the hands of consumers, who can watch their favorite shows at their leisure. Not only does it reflect the impact of popular contemporary culture on America’s story but it also exemplifies the fine art tradition of actors portrayed in their roles.”
“I’m pleased that the Smithsonian continues to prove itself as a worthwhile institution,” said Underwood. “I’m one step closer to convincing the rest of the country that I am the President.”
Watch Spacey, as Underwood, head to the unveiling of his portrait below. “House Of Cards” is back on March 4th.