‘Lost’ will hype mystery around new show

ABC to promo ‘Flash Forward’ with perplexing commercial-break snippets

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By Nellie Andreeva

Hollywood Reporter

updated 9:49 a.m. ET April 23, 2009

LOS ANGELES - Viewers tuning in for the 100th episode of “Lost” next week will be served an extra dose of mystery.

Sources said ABC will be launching a stealth promo campaign for new series “Flash Forward” during the episode, in which Daniel Faraday (Jeremy Davies) will come clean about what he knows about the island.

While questions from the dense mythology of “Lost” probably will be answered in the episode, the commercial breaks are sure to raise a host of new ones with perplexing snippets that might direct viewers to a Web site.

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The mystery spots will in fact be for “Flash Forward.” They are said to be part of an elaborate marketing campaign for the drama, which has not officially been picked up but is quietly being positioned on ABC’s schedule for next season.

From the moment in September when the “Flash” spec script by filmmaker David S. Goyer and “Star Trek” veteran Brannon Braga landed at ABC with a series commitment, the project has been considered a perfect companion for “Lost.”

Based on Robert J. Sawyer’s sci-fi novel, “Flash,” starring Joseph Fiennes, the show chronicles the aftermath of a global event in which everyone in the world blacks out for 2 minutes, 17 seconds and has a mysterious vision of the future.