Disrupted the normally silent reading experience by bringing sound to print. While leafing through a magazine, consumers were surprised by an insert that played the show’s familiar and infectious theme. Ran an intriguing Annie Leibovitz photograph as a gatefold, which consumers could easily tear out. Composed in the style of traditional Renaissance paintings, the treatment emphasized the division between the show’s living characters and those who were “hit” in earlier seasons further drawing consumers back into the world of The Sopranos.

The premiere drew a 23.8 rating, with 12M viewers and 8M 18-49 viewers. HBO is available in 1/3 as many homes as broadcast but the show outdid every other show on TV. The New York Times wrote, “Had [it] been available in all homes … it would easily be the biggest show in television.”