snakes on a cane

As most people who follow our Press Kits Unwrapped series know, one of the most interesting perks to what we do is the free stuff the networks send us, usually along with their preview screeners. However, in the last year, the number of elaborate press kits have dwindled. Networks are starting to realize that sending a DVD in a sleeve is much cheaper than sending one with a water bottle or a t-shirt, and the show will get just as much coverage. Heck, ABC doesn't even send the DVDs anymore; they ask us to view screeners on their ABC Medianet website, which sometimes work and sometimes don't.

But FOX and its cable sibling FX are still plugging away, sending expensive-looking press kits to promote their shows. While FX is content with sending elaborately-packaged folders with DVDs and a glossy press guide, their broadcast cousins are still sending tchotchke-laden packages, like the one I got for the new season of House. An explanation, and more pics, after the jump.

Yesterday, FOX officially announced the connection between its on-going Snakes on a Cane viral campaign to their drama House. While I don't really understand why a reveal was necessary (I mean, c'mon - who hadn't figured this out?!?), there is one nifty little piece of info that came out of it - according to Joe Adalian at TV MoJoe, the whole thing was Hugh Laurie's idea.

No wonder FOX's in-house marketing gurus felt the need for a reveal - they didn't even come up with the idea in the first place. However, they certainly have capitalized on Laurie's cleverness.

For those of you who can't wait for the two-hour season premiere of House on Monday, September 21st, FOX is making it easy for you - especially if you can't count. SnakesOnACane.com provides a handy little countdown clock and also features a nifty little picture of our favorite curmudgeon doing his best Superman impression. Plus, you gotta love the play on words and the twist (no pun intended) on the Rod of Asclepius.

However, what's most intriguing about the whole thing is the little blue Post-It note.