Last night’s Los Angeles premiere of Easy to Assemble season 2 was everything you would expect in a sophomore debut—bigger, brasher and beaming. For the gawkers on Hollywood Blvd. peering onto the red carpet outside the Egyptian Theater, most probably thought they were scoping out a movie premiere as stars like Keanu Reeves, Kevin Pollack, Justine Bateman and Harry Shearer casually strolled past the check-in tables with cameras flashing.
The new season of the IKEA backed web series, which kicks off today, is a classic season long face-off. Picking up essentially were things left off last season, Illeana Douglas and Justine Bateman both still work at the Burbank IKEA store, playing themselves “in between acting jobs.” The rivalry of the two celeb employees squares off around the coveted Co-worker of the Year title, the retail equivalent of queen bee. It’s a 40 year-old’s Blair vs. Serena.
For Easy to Assemble, it’s a wide release of the series, led by My Damn Channel who had signed the series for the new season earlier this summer. CJP Digital which is handling sponsor and distribution for the show, also just locked a deal with The Hotel Networks, putting the show as a VOD offering in 1.9 million hotel rooms in the US and Canada starting in January. Other distribution includes Blip.tv, which will have it pushed wide through its pacts with Verizon FiOS and Roku set-top boxes.
New episodes of Easy to Assemble come out every Thursday through December. A special finale episode will be released after viewers vote to determine who will win Co-Worker of the Year between the two ladies.