Don’t Miss Out! What Happens If ‘The Bear’ Season 4 Premieres Without Any Promotion?

The Bear has returned! FX launched the much-anticipated fourth season of this culinary dramedy on Hulu on June 25. Many fans might have been surprised that it’s already here, given the quieter promotional buzz compared to previous seasons.

Before season one premiered, you couldn’t ride the subway in New York City without seeing ads featuring Jeremy Allen White, who played Lip on Shameless. Back then, it seemed unlikely that this show would become a summer sensation. As season four approached, some noticed a drop in physical ads, but the show buzzed online, especially on TikTok. FX claims their marketing was just as strong as ever.

The media coverage for this season has felt low-key. A press junket originally planned for June 9 was scrapped, supposedly due to scheduling conflicts. Despite hopes for individual interviews with the main cast—White, Ebon Moss-Bachrach, and Ayo Edebiri—most were unavailable, busy with other projects. This has sparked some curiosity among fans and critics alike.

It’s unusual for major cast members to be off-limits during a new season’s launch, particularly during awards season. In 2024, FX won the most Emmys, proving their expertise in marketing and networking. Critics usually receive advance screeners before a new season airs, but for The Bear season four, only 219 critics across 108 publications got access. This selective process is sometimes adopted for high-quality shows to maintain secrecy and avoid leaks.

Interestingly, reviews were embargoed until 11:15 p.m. PT, exactly six hours and 15 minutes after the season premiere. The director, Christopher Storer, has clearly prioritized preventing spoilers. An FX representative even requested a “spoiler alert” for reviews—an unusual move that has everyone wondering why such strict measures are in place.

This season arrived after a mixed reception for season three, which had audiences less impressed than earlier seasons. Although the new season has received somewhat lukewarm reviews from critics, many still find merit in it. As Angie Han from The Hollywood Reporter said, the show feels like it’s returning to familiar ground rather than pushing forward.

Despite the mixed response, have you caught up with The Bear yet? Many fans are excited to see how the story unfolds, even while critics debate the show’s direction.

As a reminder, FX has made a name for itself in the industry. John Landgraf, a key figure at FX, famously declared the end of “Peak TV” in 2024. This indicates major shifts in the industry and how shows like The Bear need to adapt to keep audiences engaged.

So, as you dive into season four, you might find that your own thoughts on it are entirely valid, even as critics weigh in.

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FX,The Bear