The build up to its release was typical with the subtle (or not) teasing working the fans into a frenzy. However, when the image was released, the reaction was mixed.
Some went into orgasmic shock and others were really irritated. The irritated camp, following such a build up, were expecting a trailer. A photo was never going to be enough.
The Sherlock team need to tread carefully. You cannot keep a flame alive with only the occasional fanning (no pun intended). I'm seeing an increasing number of fans growing uninterested in what the BBC and Sherlock team put out by way of publicity. There's a growing attitude of 'when it's on I'll watch it but don't bother me in the meantime'.
For what it's worth, I like the photo and it makes me look forward to the special even more.
Now bloody hurry up and get it on screen.
UPDATE - Well, we now know from Mark Gatiss that there will be another tease just after midnight UK time. Almost certainly a trailer. Let's see.
Written by Alistair DuncanBuy my books here