Prior to 1923’s mid-season hiatus, the popularity of the show’s orotone photographs circulated all corners of social media - from the talent’s personal handles to superfan reposts. Fans of the show were interested in more, so the Paramount+ social team set out to promote the series during its two-week break by going behind-the-scenes of the development process of authentic orotone images.
Paramount+ used the early 20th century method of orotone photography to capture publicity photos of talent to promote the series. Each photo was digitally scanned to use in photosets, and shared with talent to post on social. Due to the immense popularity of these orotones, captured by our photographer Sarah Coulter, the Paramount+ social team produced a behind-the-scenes featurette that explored the orotones development process.
Released on social media during the mid-season hiatus, this featurette went inside the process of capturing and developing our talent shots using authentic equipment from the early 20th century, complete with insight from the historical photography experts at the Penumbra Foundation. To further engage with fans, photo galleries of the Dutton family orotones were released on social media so fans could see the final product up close and personal.
The social video garnered 106K views on Facebook with 1.6x more average view time and 3.2x Reactions above average.
