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How is it possible for the return of an Emmy-winning series to fly under the radar? The Bear season 4 kicks off tonight, yet it seems to be flying below the media’s radar—at least for now.
Mark your calendars: The Bear season 4 debuts at 8 p.m. ET/5 p.m. PT on Wednesday, June 25. All ten episodes will be available for streaming on Hulu and Hulu on Disney+.
It’s surprising to see such a low-key launch, especially for a show that has garnered critical acclaim. Typically, popular series ramp up publicity through interviews, late-night show appearances, magazine covers, and podcast discussions in the weeks leading up to their new seasons.
Aside from a trailer and a few TV ads, The Bear season 4 hasn’t received significant promotional efforts. This lack of publicity is puzzling given the show’s status as one of FX’s standout offerings. Season 3 broke viewership records for Hulu, becoming the most-watched FX season premiere to date. However, Season 3 also drew mixed reviews, failing to capture the same level of critical admiration as its predecessors.
Despite the scant marketing, The Bear benefits from its track record of consistency, as a new season has debuted every June for the past four years.
Created and executive produced by Christopher Storer, The Bear features an impressive cast, including Jeremy Allen White as Carmen “Carmy” Berzatto, Ayo Edebiri as Sydney Adamu, Ebon Moss-Bachrach as Richard “Richie” Jerimovich, Liza Colón-Zayas as Tina Marrero, Abby Elliott as Natalie “Sugar” Berzatto, Lionel Boyce as Marcus Brooks, and Matty Matheson as Neil Falk.
Season 4 will explore the aftermath of a mixed review from the Chicago Tribune. The responses of the characters in the trailer hint at looming challenges. Benefactor Cicero (Oliver Platt) warns Carmy that the restaurant must start generating profits or face closure. Meanwhile, Sydney wrestles with the decision to leave The Bear for another opportunity.
The future of The Bear remains uncertain; there has been no indication from the marketing team that this season will be its last. However, details about season 4 are still under wraps. For now, it’s time for everyone involved to trust the process.
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