Dollhouse

Question: As we all know, our dearly beloved Joss Whedon is returning to Fox this fall with his new show Dollhouse, starring Eliza Dushku. While it’s a bit too early to speculate on whether it’s going to be a success (critically or otherwise), I’m still interested in what you think about how patient Fox will be if the show does not become a hit right away. Fox has canceled some pretty good shows quickly in the past (including the amazing Wonderfalls), but it seemed like the network was more patient with Eliza Dushku’s Tru Calling and Joss Whedon’s Firefly than with other shows. Although both shows only attracted mediocre ratings, they at least kept them on for half a season (or in Tru Calling’s case even a little bit longer than a full season). It was as if they were waiting for them to become sleeper hits despite their horrible time slots. Also, Firefly proved that Fox can make a lot of money with Joss Whedon’s shows, even if short-lived. DVDs of the show are still selling. Might Fox be more patient with Dollhouse than with other shows because it knows that Whedon has a strong fan base that can bring them an awful lot of money, or will the network treat it just like every other show? Also, I’m curious how you see Fox scheduling the show. I for one hope it won’t be on Friday nights. Fox has a lot of mystery/sci-fi themed shows in development (Fringe, The Oaks, Dollhouse) and on the air (Terminator, New Amsterdam), and I’m wondering whether Fox is going to become the sci-fi/animated network, just like ABC became the female-centered network, CBS the crime network and NBC the offbeat, "we’re not so mainstream" network.— Donnie

Matt Roush: Never too early to obsess, is it? Joss Whedon’s return to TV is without doubt big news, but I would be surprised if Fox’s expectations go much beyond a cult sensation, which these days ought to be enough. Could Dollhouse break out the way Heroes and Lost did in their first seasons, or Alias did in the media? Let’s hope. If the show is as good as the buzz is over the pilot script, I’d think Fox would do everything it can to ensure it gets maximum exposure. Which means not scheduling it in a Friday death slot, and which absolutely means being patient. As you rightly note, there’s incredible potential in the merchandising marketplace for anything Joss touches, so it’s in everyone’s best interests to do right by this one. As for Fox’s brand identity, it seems to me that landing a sci-fi/fantasy hit has been a priority since The X-Files signed off six years ago. It’s just easier said than done. But if anyone can do it, Joss can.