By Alison Willmore | Indiewire October 11, 2013 at 9:29AM
HBO's approach to its new, high-profile limited series "True Detective" has been compared to "American Horror Story" in that the network plans to take an anthology approach. If the first season, which stars Woody Harrelson and Matthew McConaughey and is being directed in its entirely by Cary Fukunaga ("Sin Nombre"), is a hit, further seasons will be about new characters and new stories.
The promotional positioning HBO's been using for the series, which premieres in January, is also reminiscent of (if not exclusive to) that of "AHS" -- the premium network's released a set of very short spots that are meant to establish a haunting sense of mood, as well as to emphasize the cinematic look of the show. The network's also launched an atmospheric website, darknessbecomesyou.com, in which the moody clips and other mysterious images are embedded. Is it an effective strategy?