LOS ANGELES — In a surprising announcement, the television series “Our Flag Means Death” has been officially canceled by Max and its parent company Warner Bros. Discovery after just two seasons. Showrunner David Jenkins had expressed his desire for a third season, but unfortunately, it will not come to fruition. Now is a good time to reflect on Warner Bros.’ handling of the show throughout its short run.
To be fair, “Our Flag Means Death” is an unconventional show, and Warner Bros. has a history of dealing with such shows, particularly on HBO and their short-lived HBO Max label. The marketing for their popular pirate comedy seemed to mirror the inconsistent approach they had to naming their own streaming service.
Despite this, the series has gained a massive following, especially within the queer community, who have propelled the actors to stardom through their unwavering support. However, when “Our Flag Means Death” first premiered, the marketing failed to target this specific audience. An early marketing document revealed that Warner Bros. primarily emphasized the workplace comedy aspect and the star power of Taika Waititi, rather than highlighting the queer romances and non-binary representation that the show explored.
These marketing tactics were evident in the promotion of the first season. The poster and logline emphasized the humor and described the show as a run-of-the-mill comedy set in the pirate era. Although the workplace comedy angle was certainly a part of the show, it was not the aspect that made it unique.
The queer elements of “Our Flag Means Death” gained significant attention after the show’s launch, captivating and delighting queer fans. The impact was tangible at conventions and events, where cosplayers flocked to panels and the atmosphere mirrored that of a rockstar concert. It became clear that the show had become known primarily as a queer show.
Recognizing the growing popularity and fan enthusiasm, the marketing strategy for the second season underwent a significant shift. The romance between Stede and Ed was front and center, with the show being repositioned as a romance. Consequently, the second season’s promotional materials showcased the undeniable love story, depicting the characters’ faces arranged in a heart shape.
Overall, it appears that Warner Bros. initially underestimated the potential of “Our Flag Means Death” and failed to capitalize on its unique selling points. While they were able to adjust their marketing strategy for the later seasons, it begs the question of what could have been achieved had they recognized the show’s potential from the beginning.
In conclusion, “Our Flag Means Death” has been canceled by Max and Warner Bros. Discovery after two seasons. The show’s marketing initially downplayed its queer elements, but it gained immense popularity within the queer community after its release. During the second season, the promotional material highlighted the central romance, altering the show’s perception. Warner Bros.’ handling of the series raises questions about their understanding of the show’s appeal and their ability to effectively market it.