The new Russell T. Davies era of Doctor Who has gotten over the fear of spoilers that characterized Chris Chibnall's time as showrunner. Chris Chibnall always had a deep aversion to spoilers. This became especially pronounced - and, in truth, deeply problematic - during his time as showrunner on Doctor Who. Marketing slowed to a crawl, with surprisingly little fan engagement; even the fact one companion Dan Lewis was an out-of-work plasterer was treated like a major spoiler, even though his occupation was never mentioned in an episode. Doctor Who's needless secrecy meant hype stalled, and surely damaged viewership.
It's already clear returning Doctor Who showrunner Russell T. Davies has learned from this mistake, however. Davies knew he couldn't keep the return of David Tennant and Catherine Tate a secret, and so he capitalized on it as a way of drawing attention to the show (and even frequently took the opportunity to market Chibnall's Doctor Who Centenary Special, "The Power of the Doctor"). Since then, he's kicked things up a notch by promising Doctor Who Magazine regular exclusives. These began in Doctor Who Magazine #584, which introduced the new production crew and began Davies' own production diaries. The Fourteenth Doctor's adventures are even continuing in a different format, with an ongoing comic book strip that jumps straight out of "The Power of the Doctor."
Russell T. Davies' New Era Is Showing How Doctor Who Should Be Marketed
The two approaches couldn't be more different. Chibnall tended to treat any information at all as though it was top secret, as though any foreknowledge would spoil the viewer's experience. In contrast, Davies is running a tight marketing campaign to engage the fanbase. He's deliberately avoided wasting his time trying to keep things secret that would inevitably leak, instead confirming just enough to raise speculations and lead to excited speculation. There's a sense in which the delightful regeneration scene at the end of "The Power of the Doctor" perfectly represents Davies' approach, in that it confirmed Tennant's return but deliberately avoided answering any questions about how and why he'd come back as the Doctor. Tennant's words - his iconic triple-"What?"" - meant viewers felt they were in the same position as the Doctor, left wondering what was going on.
Chibnall's last year as showrunner involved the release of three specials, featuring remarkably little marketing for them. Even the title of the Doctor Who Centenary Special was held back until just a few weeks before it aired - despite the fact it didn't really reveal much. In contrast, Davies is ensuring the show keeps getting good press during the wait for his own specials, which will kick off in November 2023. David Tennant's return alone led to Doctor Who Magazine #584 selling out, confirming just how good this approach is for the wider franchise.
The Best Is Still To Come For Doctor Who
Tennant's return may be exciting, but it is only the beginning of Davies' new era. Tennant is only on board for three specials, and he's set to be replaced by Ncuti Gatwa, of Sex Education fame. Production will begin on Gatwa's first season in December, meaning more news is certain to break - simply because Davies isn't interested in trying to keep unnecessary secrets. The next month will surely reveal Gatwa's costume as the Fifteenth Doctor, and a companion announcement feels imminent. Momentum will continue to build for Doctor Who, even if the show is off the air for a year.