To convey this important selling point in print ads, Syfy put a playful twist on an iconic image that, when combined with a direct tagline, would both resonate with anyone acquainted with the original tale, and entice those looking for something new: A different-looking Alice, peering down the infamous rabbit hole.

The effectiveness of the Alice strategy was made clear by the ratings: the 2-hour event out-performed any other movie in the channel’s history.