Freeform takes jab at Shadowhunters fans on national broadcast
Fans of Shadowhunters: The Mortal Instruments, since receiving the devastating news that their show would not be returning for a Season 4 despite its success, have been a large and productive group of people. Channeling frustration at the loss of this groundbreaking genre show, fans have since raised over $30,000 for charities such as The Trevor Project and GirlUp, tweeted nearly 20 million times using the hashtag #SaveShadowhunters, and focused their energies into displays designed to show networks, the cast and crew, and fellow fans how beloved this show is around the world.
The cast and crew have been supportive of the fandom’s endeavors in whatever capacity they can be; however, not all involved have been quite so cheerful. Freeform, previously known as ABC Family and the network in ownership of the US distribution rights, have been at times dismissive and most recently outright mocking of the efforts of their once loyal audiences.
The Trevor Project fundraiser, managed by Basic Shadowhunters Stuff (a branch of Basic Stuff Magazine), as an avenue for fans to channel their grief into a positive outcome, has been a resounding success – raising $22,925 (correct as of 12/15/2018) for vulnerable LGBTQ+ youth. As Freeform began rolling out their #SummerOfService campaign, aimed “to inspire kids, families, and communities to create the future they imagine through volunteerism and service” and utilizing Shadowhunters stars as promotion, it seemed as though the fundraiser would be the perfect fit for the network’s campaign and image.
Or it would have been, had they not swiftly deleted any and all links to the fundraiser on their Facebook page, as well as ignoring all tweets directed to them about it.
Despite the achievements of the social media campaigns to save Brooklyn 99 and Lucifer; despite multiple campaign initiatives such as flying a plane over Netflix HQ in LA, renting out pedicabs and becoming the fifth most talked about show at San Diego Comic Con (with no official presence); despite billboards in Times Square, Toronto, Seoul, and on 24 London buses, these extraordinary efforts on behalf of Shadowhunters fans have been routinely and systematically ignored, all the while Freeform still has 12 unaired episodes set to air next year and regularly uses the stars of the show for promotion of their other properties, such as their 31 Nights of Halloween event – for which a special episode of Shadowhunters had been ordered for, and ultimately not aired.
While fans continued their endeavors in spite of the network’s behavior, they did not expect these to be openly and randomly mocked during a marathon of the Toy Story movies airing on the network on December 15th. During the airing of the films, a marathon promoted by show star Isaiah Mustafa in his role as Freeform Santa, Freeform used pop-up messages on screen to share facts and information about the film as it played. During one particular scene in which the character Woody shook a Magic 8-Ball to get the message, “Don’t count on it,” the pop-up bubble did not display a relevant fact. Rather, it stated:
“Will Freeform save Shadowhunters if I keep tweeting about it?”
Seems kind of messed up for @FreeformTV to show this during toy story? Funny how they can make fun of #SaveShadowhunters and yet continue to use one of the actors from the show they cancelled to promote their 25 days of Christmas. @ShumDarioNews @BasicShadowStuf you seen this?! pic.twitter.com/jmN5xivmo8
— d (@malecdsrvbetter) December 15, 2018
A better picture so you can see this was on @FreeformTV . @BasicShadowStuf @ShumDarioNews pic.twitter.com/8qD48072Sc
— d (@malecdsrvbetter) December 15, 2018
I recorded the west coast feed for verification. It is real. I didn't think @FreeformTV could go that low. Silly me. pic.twitter.com/d4l2S03lTt
— bobbi (@bobtwo999) December 15, 2018
For You – Xfinity Stream – Google Chrome 12_15_2018 4_10_43 PM.mp4
This item will be shared. pic.twitter.com/GngqaKHyFl— bobbi (@bobtwo999) December 16, 2018
Fans are understandably outraged and confused as to why Freeform would antagonize viewers who have displayed enough social impact to nominate and win four People’s Choice Awards for Shadowhunters through write-in votes alone. Fans of the show both in the US and abroad, including high profile actors such as Wilson Cruz and Stephanie Beatriz, feel strongly enough about their efforts to see it picked up to continue a strong social media campaigns six months after its official cancelation. Somehow, Freeform finds it a sound business decision to make light of it all during a children’s movie. From a financial standpoint – realistically, the only standpoint we can expect a network to function from – it seems irrational at best and self-destructive at worst to alienate one’s source of revenue so childishly and unnecessarily. The #SaveShadowhunters campaign will continue unabated, as always with the utmost appreciation and affection for the arduous work of the cast and crew of Shadowhunters.
UPDATE, 12/16/2018
Since this article was first published, the story has been covered by outlets such as DEADLINE, TV Guide, JustJaredJr, TVLine, and Digital Spy, among others. This has spurred an official response and apology from Freeform.
This was a mistake. We never intended to disrespect the Shadowhunters fandom. We apologize for this. https://t.co/CNz7Tv6FQ1
— Freeform (@FreeformTV) December 16, 2018
In the future, Freeform, we advise that the best apology is to reconsider and change your behavior.
