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'The White Lotus' critiques luxury tourism while also promoting it with partnerships

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'The White Lotus' critiques luxury tourism while also promoting it with partnerships

When it premiered back in 2021, “The White Lotus” was a sharp class satire aimed at skewering high-end tourism and the elite one-percenters willing to pay $9,000 a night to relax. Written and directed by Mike White, the darkly comic mystery followed the entitled guests and beleaguered employees at a luxurious Maui hotel over the course of an increasingly tense week.

A destination that was supposed to be a refuge from the world’s problems instead became a microcosm for them, a place where the class divide and legacy of American imperialism were on vivid display. “The White Lotus,” which was filmed its first season on location at the Four Seasons in Maui, somehow made an exclusive resort seem like a toxic pressure cooker. Working there was not just soul-crushing, it could even kill you.

Season 2, a bedroom farce set at a gorgeous beachfront resort in Sicily, looked at sex, money and power. Both installments lampooned the wealthy and depicted people dying under tragic circumstances in picturesque locations. And perhaps counterintuitively, both seasons led to a tourism boom in the filming locations. Somehow, a show that sharply critiqued luxury travel also functioned as a glossy advertisement for it.

This contradiction is even more pronounced in Season 3 of “The White Lotus,” which premiered on HBO last month. Set on the island of Koh Samui in Thailand, the latest installment follows tradition by opening with a dead body. But it also explores new themes, including the clash between Western materialism and Eastern spirituality, particularly Buddhism. This season’s fictional White Lotus is known for its wellness program. Guests are encouraged to put away their phones for the duration of their stay and avail themselves of offerings like yoga, meditation and massage.

Sam Nivola, Sarah Catherine Hook and Patrick Schwarzenegger in “The White Lotus.” Characters are encouraged to put away their phones for the week.

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(Fabio Lovino / HBO)

Hollywood movies and TV shows tend to focus on the more decadent aspects of Thai culture — from the all-night Full Moon Party to sex tourism in Bangkok. The team behind “The White Lotus” wanted to showcase other sides of the country.

“Obviously that exists here, but it doesn’t define Thai culture,” executive producer David Bernad said in a phone interview last month from Bangkok, where the show was having a splashy local premiere attended by its cast, including Thai-born K-pop star Lalisa Manobal, a.k.a. Blackpink’s Lisa, who stars as a worker at the hotel. “What we attempted to do is depict Thailand in an authentic way — the beauty of the people and the culture — in a way that hopefully brings more positive interest back to Thailand.”

The season was made in partnership with the Tourism Authority of Thailand and the Four Seasons, which once again served as a filming location for the series. The government of Thailand also offered generous tax rebates to the production. HBO collaborated with a slew of brands to create an array of “White Lotus”-inspired products, including $98 scented candles, $48 sunscreen, $325 overnight bags, $725 dresses and $4.50 flavored coffee creamers. Despite its often dark themes and cynical take on humanity, the show clearly has become an aspirational marketing vehicle for brands across the spectrum. Why, exactly, is a show about terrible people behaving badly (and dying) so appealing to these companies?

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“I genuinely don’t know the answer. It’s a very weird thing,” Bernad said. “It’s surreal, knowing that the original construction of the show was so intimate and small. For me, it still feels strange that anyone is paying attention.”

Given what a pop culture juggernaut “The White Lotus” has become, it is easy to forget it was conceived as a stopgap — a show that could be made quickly and safely in a single, isolated location during the height of the COVID-19 pandemic, when HBO was in desperate need of fresh programming.

The original plan was to film in Australia, where strict lockdowns helped keep the pandemic in check. When that proved too difficult, Hawaii became the obvious choice. The setting offered stunning natural beauty but also rich themes to explore, particularly American colonialism and the plight of Native Hawaiians.

Similarly, Season 2 was almost set in France but wound up in Sicily after a scouting trip to Taormina, where a tour guide told them the legend behind the decorative moor’s head statues found in the region that became a motif in the series. “That was the kickoff to Mike wanting to write this bedroom farce season about sexual politics,” Bernad said.

Season 3 was always envisioned as an “exploration of Eastern versus Western philosophy,” Bernad said. But Plan A was to film in Japan, a country where they’d been keen to make something for years. Largely as a courtesy to HBO, White and Bernad also visited Thailand. (White had negative associations with Koh Samui in particular because he’d been sequestered on the island after getting eliminated from “The Amazing Race.”)

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A woman holding a book and smiling at a woman.

Thai K-pop artist Lisa Manobal is one of the stars in “The White Lotus.” Season 3 of the show was always envisioned as an “exploration of Eastern versus Western philosophy.”

(Stefano Delia / HBO)

But ultimately they were charmed by the country and its people. White also was struck by a fit of inspiration when he came down with bronchitis while in the city of Chiang Mai. He was treated with potent steroids and “hallucinated the entire season,” Bernad said. “Honestly, the next day, we were scouting in the van, and he told me about his dream. It’s basically what we shot — his steroid-induced dream.”

Relocating the show to Thailand, where more than 90% of the population is Buddhist, “allowed us to explore Buddhism as a religion and a philosophy,” Bernad said. One of their creative goals was presenting a more nuanced version of Thai culture than is typical of Western media. “It’s usually like ‘The Hangover Part II,’ exploiting the darker side of Bangkok. But that’s not what we set out to do,” he said.

One of the characters this season, Piper Ratliff (Sarah Catherine Hook), is a religious studies major who has dragged her wealthy Southern family to Thailand so that she can interview a Buddhist monk for her thesis. Her spiritual curiosity is baffling to her family, who are skeptical of the many wellness offerings at the hotel.

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Koh Samui is “like detox island,” a place well-heeled tourists come to engage in practices they associate with Buddhism but are often a mishmash of different spiritual traditions, said Brooke Schedneck, a religious studies professor at Rhodes College whose research centers on Buddhism and religious tourism in Thailand. “Everyone coming off the plane [in Koh Samui] has their yoga mats,” she said. Places like the fictional White Lotus “draw on this idea of Thailand as a Buddhist place but [offer] wellness options that don’t necessarily connect to Buddhism.” (You’d never practice yoga in a Buddhist temple, for instance.)

“I think it’s really funny how … most of them are going to this wellness resort, and then they’re like, ‘I don’t want to do wellness. Why do I have to do this?’” Schedneck said of the hotel’s spoiled guests. ”It shows the individualistic, Western mindset of ‘I want to do whatever I want.’”

Yet the contradiction between East and West may not be as stark as one might assume. Some Westerners wrongly assume that because Buddhism is so prevalent in Thailand, it means people are less interested in material things. “The idea that Buddhism can encompass and encourage wealth is something that’s difficult for people to grasp,” Schedneck said.

For the Four Seasons, “The White Lotus” has been an undeniably powerful marketing tool — despite the death and dissolute behavior that goes on at the resorts in the series. The formal partnership, launched ahead of Season 3, means the company can use “White Lotus” IP and do branded activations, including poolside cabanas and viewing parties, at its resorts. The Four Seasons also recently announced a 20-day excursion in which guests will travel aboard the company’s private jet to the show’s three filming locations.

A group of people seated at a table under a large cabana.

As part of its partnership with HBO and “The White Lotus,” the Four Seasons is featuring food and experiences inspired by the show. (Courtesy of Four Seasons Resorts)

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A woman and a man sitting in an infinity pool overlooking a beach and the ocean.

A poolside villa at the Four Seasons Resort Koh Samui, featured in the show. (Courtesy of Four Seasons Resorts)

As part of its marketing research, the company conducts monthly surveys with high-net-worth individuals. The questionnaire now includes questions about “The White Lotus.” Of the millennials surveyed, 88% were aware of both brands, and 71% said they were highly likely to visit properties featured in the series.

“We know that if we pick the right show, and if the hotel has been featured in the right way, it has a huge business impact, and it’s the best PR we can do,” said Marc Speichert, executive vice president and chief commercial officer at the Four Seasons. He is already seeing a surge of online interest in the Koh Samui property: Visits to the site are up nearly 600% over the same time last year.

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“Everybody knows that this is obviously a fiction. The White Lotus isn’t the Four Seasons, per se. It just uses the hotel as a backdrop. The PR that we’re getting is about how incredible the hotel looks,” Speichert said. (He said that characters like Belinda, played by Natasha Rothwell in Seasons 1 and 3, and Valentina, played by Sabrina Impacciatore in Season 2, reflect the kind of people who do work at the Four Seasons.)

Previous seasons of “The White Lotus” led to a surge of visitors to Maui and Sicily. In Thailand, where tourism is a major industry, an influx would be welcome. The country saw 35 million foreign visitors last year, according to the Tourism Authority of Thailand, which aims to increase that number to 40 million in 2025.

“Thailand acting as the setting of ‘The White Lotus’ Season 3 allows us to reach a truly global audience, and offers a unique opportunity to showcase Thailand’s breathtaking landscapes, rich culinary scene, vibrant culture, natural beauty and, most importantly, the people and the warmth of Thai hospitality,” said Chompu Marusachot, director of the TAT’s New York office.

An increase in visitors would be an economic boon for Thailand, but there is also concern about the potential environmental impact more visitors would have on the country, particularly Koh Samui, which already struggles with a shortage of fresh water and an overflowing landfill, according to reports from local residents. Other Hollywood productions offer cautionary tales: “The Beach,” released in 2000, helped turn Maya Bay on the island of Ko Phi Phi Leh into a major tourist destination that received as many as 5,000 visitors a day. Because of the resulting pollution, an estimated 80% of the coral in the bay was destroyed. Authorities eventually closed the beach for several years and now restrict access. HBO did not provide comment when asked about the environmental impact of filming “The White Lotus” in Koh Samui.

But for Bernad, making the series in Thailand taught him the importance of treading lightly. “You have to come in with a humility that you’re not imposing your way of production,” he said. “You’re learning from the local crew and producers, and adjusting to their needs.” Good advice for producers — and tourists — alike.

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Kurt Cobain’s Fender, Beatles drum head among $1-billion collection going to auction

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Kurt Cobain’s Fender, Beatles drum head among -billion collection going to auction

In the summer of 1991, Nirvana filmed the music video for “Smells Like Teen Spirit” on a Culver City sound stage. Kurt Cobain strummed the grunge anthem’s iconic four-chord opening riff on a 1969 Fender Mustang, Lake Placid Blue with a signature racing stripe.

Nearly 35 years later, the six-string relic hung on a gallery wall at Christie’s in Beverly Hills as part of a display of late billionaire businessman Jim Irsay’s world-renowned guitar collection, which heads to auction at Christie’s, New York, beginning Tuesday. Each piece in the Beverly Hills gallery, illuminated by an arched spotlight and flanked by a label chronicling its history, carried the aura of a Renaissance painting.

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Irsay’s billion-dollar guitar arsenal, crowned “The Greatest Guitar Collection on Earth” by Guitar World magazine, is the focal point of the Christie’s auction, which has split approximately 400 objects — about half of which are guitars — into four segments: the “Hall of Fame” group of anchor items, the “Icons of Pop Culture” class of miscellaneous memorabilia, the “Icons of Music” mixed batch of electric and acoustic guitars and an online segment that compiles the remainder of Irsay’s collection. The online sale, featuring various autographed items, smaller instruments and historical documents, features the items at the lowest price points.

A portion of auction proceeds will be donated to charities that Irsay supported during his lifetime.

The instruments of famous musicians have long been coveted collector’s items. But in the case of the Jim Irsay Collection, the handcrafted six-strings have acquired a more ephemeral quality in the eyes of their admirers.

Amelia Walker, the specialist head of private and iconic collections at Christie’s, said at the recent highlight exhibition in L.A. that the auction represents “a real moment where these [objects] are being elevated beyond what we traditionally call memorabilia” into artistic masterpieces.

“They deserve the kind of the pedestal that we give to art as well,” Walker said. “Because they are not only works of art in terms of their creation, but what they have created, what their owners have created with them — it’s the purest form of art.”

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Cobain’s Fender was only one of the music history treasures nestled in Christie’s gallery. A few paces away, Jerry Garcia’s “Budman” amplifier, once part of the Grateful Dead’s three-story high “Wall of Sound,” perched atop a podium. Just past it lay the Beatles logo drum head (estimated between $1 million and $2 million) used for the band’s debut appearance on “The Ed Sullivan Show,” which garnered a historic 73 million viewers and catalyzed the British Invasion. Pencil lines were still visible beneath the logo’s signature “drop T.”

A drum head.

Pencil lines are still visible on the drum head Ringo Starr played during the Beatles’ debut appearance on “The Ed Sullivan Show.”

(Christie’s Images LTD, 2026)

It is exceptionally rare for even one such artifact to go to market, let alone a billion-dollar group of them at once, Walker said. But a public sale enabling many to participate and demonstrate the “true market value” of these objects is what Irsay would have wanted, she added.

Dropping tens of millions of dollars on pop culture memorabilia may seem an odd hobby for an NFL general manager, yet Irsay viewed collecting much like he viewed leading the Indianapolis Colts.

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Irsay, the youngest NFL general manager in history, said in a 2014 Colts Media interview that watching and emulating the legendary NFL owners who came before him “really taught me to be a steward.”

“Ownership is a great responsibility. You can’t buy respect,” he said. “Respect only comes from you being a steward.”

The first major acquisition in Irsay’s collection came in 2001, with his $2.4-million purchase of the original 120-foot scroll for Jack Kerouac’s 1957 novel, “On the Road.” He loved the book and wanted to preserve it, Walker said. But he also frequently lent it out, just like he regularly toured his guitar collection beginning 20 years later.

A scroll of writing.

Jim Irsay purchased the original 120-foot scroll manuscript of Jack Kerouac’s “On the Road” for $2.4 million in 2001.

(Christie’s Images)

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“He said publicly, ‘I’m not the owner of these things. I’m just that current custodian looking after them for future generations,’ ” Walker said. “And I think that’s what true collectors always say.”

At its L.A. highlight exhibition, Irsay’s collection held an air of synchronicity. Paul McCartney’s handwritten lyrics for “Hey Jude” hung just a few steps from a promotional poster — the only one in existence — for the 1959 concert Buddy Holly, Ritchie Valens and J.P. “The Big Bopper” Richardson were en route to perform when their plane crashed. The tragedy spurred Don McLean to write “American Pie,” about “the day the music died.”

Holly was McCartney’s “great inspiration,” Christie’s specialist Zita Gibson said. “So everything connects.”

Later, the Beatles’ 1966 song “Paperback Writer” played over the speakers near-parallel to the guitars the song was written on.

Irsay’s collection also contains a bit of whimsy, with gems like a prop golden ticket from 1971’s “Willy Wonka & the Chocolate Factory” — estimated between $60,000 and $120,000 — and reading, “In your wildest dreams you could not imagine the marvelous surprises that await you!”

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Another fan-favorite is the “Wilson” volleyball from 2000’s “Cast Away,” starring Tom Hanks, estimated between $60,000 and $80,000, Gibson said.

Historically, such objects were often preserved by accident. But as the memorabilia market has ballooned over the last decade or so, Gibson said, “a lot of artists are much more careful about making sure that things don’t get into the wrong hands. After rehearsals, they tidy up after themselves.”

If anything proves the market value of seemingly worthless ephemera, Walker added, it’s fans clawing for printed set lists at the end of a concert.

“They’re desperate for that connection. This is what it’s all about,” the specialist said. It’s what drove Irsay as well, she said: “He wanted to have a connection with these great artists of his generation and also the generation above him. And he wanted to share them with people.”

In Irsay’s home, his favorite guitars weren’t hung like classic paintings. Instead, they were strewn about the rooms he frequented, available for him to play whenever the urge struck him.

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Thanks to tune-up efforts from Walker, many of the guitars headed to auction are fully operational in the hopes that their buyers can do the same.

“They’re working instruments. They need to be looked after, to be played,” Walker said. And even though they make for great gallery art, “they’re not just for hanging on the wall.”

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Film reviews: ‘How to Make a Killing,’ ‘Pillion,’ and ‘Midwinter Break’

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Film reviews: ‘How to Make a Killing,’ ‘Pillion,’ and ‘Midwinter Break’

‘How to Make a Killing’

Directed by John Patton Ford (R)

★★

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After ‘Yellowstone’ and a twist of fate, Luke Grimes rides again as Kayce in ‘Marshals’

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After ‘Yellowstone’ and a twist of fate, Luke Grimes rides again as Kayce in ‘Marshals’

This story contains spoilers for the pilot of “Marshals.”

When the curtain came down on “Yellowstone” last year, Kayce Dutton had finally found his happily-ever-after.

The youngest son of wealthy rancher John Dutton (Kevin Costner) had secured a modest cabin in a mountainous region where he could reside in secluded peace with his beloved wife, Monica (Kelsey Asbille), and son, Tate (Brecken Merrill), far from the turbulent dysfunction of his family.

“Kayce found his little peace of heaven, getting everything he ever wanted and fought for,” said Luke Grimes, who plays the soft-spoken Dutton in “Yellowstone.”

Grimes reprises the role in CBS’ “Marshals,” which premiered Sunday. But in the new series, Kayce’s serenity has been brutally shattered, forcing him to find a new path forward after an unimaginable tragedy.

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The drama is the first of several planned spinoffs of “Yellowstone,” which became TV’s hottest scripted series during its five-season run. And while some familiar faces return and events unfold against the magnificent backdrop of towering mountains and lush greenery, “Marshals” is definitely not “Yellowstone” 2.0.

Luke Grimes as Kayce Dutton in “Marshals,” which combines the gritty Western flavor of “Yellowstone” with the procedural genre.

(Sonja Flemming / CBS )

In “Marshals,” Kayce joins an elite squad of U.S. Marshals headed by his Navy SEAL teammate Pete Calvin (Logan Marshall-Green). The drama combines two distinct brands — the gritty Western flavor of “Yellowstone” with the procedural genre, a flagship of CBS’ prime-time slate.

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During an interview at an exclusive club in downtown Los Angeles, Grimes expressed excitement about dusting off his cowboy hat and boots, though he admitted to having initial concerns about whether the project was a fit.

“I had never watched a procedural before, so I had to do some homework on what that was,” Grimes said hours before the gala premiere of “Marshals” at the Autry Museum of the American West in Griffith Park. “And I just couldn’t wrap my head around it at first. In the finale, Kayce had ridden off into the sunset. So I thought, ‘Let him be, let him go.’ ”

Those doubts eventually ebbed away.

“To be honest, there was a part of me that didn’t want to let Kayce go just yet,” Grimes said. “Saying goodbye to him was really hard, so the opportunity to keep this going was something I couldn’t pass up. We get to show his backstory and also this other side of him that we didn’t see in ‘Yellowstone.’ ”

But this Kayce is a man in crisis. “Yellowstone” devotees will likely be shocked by the “elephant in the room” — the revelation in the pilot episode that Monica has died of cancer. The couple’s sexy and loving chemistry was a key element in the series while also establishing Grimes as a heartthrob.

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“I think fans will be upset — and they should be,” Grimes said as he looked downward. “Kayce is very upset. It’s the worst thing that could have happened to him. But as much as I’m really upset not to work with Kelsey, it’s a good idea for the show.”

He added, “His dream life is no longer available to him. Now the only thing he has is his son, who is not so sure he wants the same life as Kayce. A big part of the season is Kayce learning how to manage all these new things — new job, being a single father.”

A bearded man with his hands in his jeans looking downward.

“His dream life is no longer available to him. Now the only thing he has is his son, who is not so sure he wants the same life as Kayce,” said Luke Grimes about his character Kayce.

(Jay L. Clendenin / For The Times)

Executive producer and showrunner Spencer Hudnut (CBS’ “SEAL Team”) acknowledged in a separate interview that viewers may be stunned by the tragedy. “Real life intervenes for Kayce. Unfortunately it happens to so many of us.”

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But he stressed that although Monica is physically gone, her presence will be heavily felt this season.

“She is guiding Kayce, and their relationship is moving forward,” Hudnut said. “His dealing with his inability to confront his grief is a big part of the season. It became clear that something horrible had to happen to put Kayce on a different path.”

As the development evolved, Grimes embraced the procedural concept: “This is a very different show and structure. This is an action show, very fast paced. I meet a lot of fans who say they really want to see Kayce go full Navy SEAL.”

Alumni from “Yellowstone” returning in “Marshals” include Gil Birmingham as tribal Chairman Thomas Rainwater and Mo Brings Plenty as his confidante Mo.

“Yellowstone” co-creator Taylor Sheridan, who had already spearheaded the prequels “1883” and “1923,” will further expand the “Yellowstone” universe later this month with “The Madison,” starring Michelle Pfeiffer and Kurt Russell, about a New York City family living in Montana’s Madison River territory. Later this year, Kelly Reilly and Cole Hauser will star in “Dutton Ranch,” reprising their respective “Yellowstone” roles as John Dutton’s volcanic daughter Beth Dutton and her husband, boss ranch hand Rip Wheeler.

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Hudnut said fans of “Yellowstone” will recognize themes that were central to that series: “The cost and consequences of violence, man versus nature, man versus man.”

“We’re trying to tap into what people loved about ‘Yellowstone’ but to tell the story in a different framework,” he said. “The procedural brand is obviously very successful for CBS. And nothing has been bigger than ‘Yellowstone.’ So the challenge is, how do you marry those things?”

Taking on the lead role prompted Grimes to reflect on how “Yellowstone” transformed his life after co-starring roles in films like “American Sniper” and “Fifty Shades of Grey” and playing a vampire in the TV series “True Blood.”

“‘Yellowstone’ changed my life in many, many ways,” he said. “The biggest change is that I now live where we shot the show in Montana. The first time I went there, I would have never thought I would ever live there.

“I would come back to the city after shooting. But a little bit more each year, I felt more out of place here, and more peace and at home there. I’m a big nature person — I never was a big city person, but I had to be here to do what I wanted. But after the third season, my wife and I decided to move there. We wanted to start a family.”

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The topic of a Kayce spinoff kept coming up during the filming of the finale, but “meanwhile we were having a baby, so that was the biggest thing on my plate.”

A man in a blue shirt standing with his arms crossed as horses with saddles graze in the background.

“‘Yellowstone’ changed my life in many, many ways,” said Luke Grimes.

(Jay L. Clendenin/For The Times)

Grimes was also dealing with the off-screen drama that impacted production due to logistical and creative differences between Costner and Sheridan. Costner, who was the show’s biggest attraction, exited after filming the first part of the final season. His character was killed off.

Asked about the backstage tension, Grimes said, “I just tried to do my job to the best of my ability, and not get caught up in all that. It was sort of frustrating, but I felt lucky to have a job.”

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He recalled getting a call from Sheridan about the plans for a spinoff: “He said, ‘I think you should talk to the guy who is going to be the showrunner. I’m not telling you to do it, and I’m not telling you not to do it. But Spencer is great and he has some good ideas.’ ”

Hudnut said Kayce “was always my favorite character. Also, Luke is not Kayce. Kayce is an amazing character, but Luke is really thoughtful and smart. He is a true artist and has an artist’s soul, while Kayce is kicking down doors and terrorizing people. And Luke has such a great presence. He can do so much with just a look to the camera. He is a true leading man.”

In addition to starring in “Marshals,” Grimes is also an executive producer. He pitched the opening sequence — a flashback showing Kayce in the battlefield. He also performs the song that plays over the final scene, in which he visits his wife’s grave. The ballad is from Grimes’ self-titled country album which was released last year.

“Luke’s creative fingerprints are all over the pilot,” Hudnut said.

Grimes said he does not feel pressure about being the first follow-up from “Yellowstone” to premiere.

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“We’re not trying to make the same show, so no matter what happens, its a win-win,” he said. “I had a blast doing it.”

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