90210 by Art Streiber/The CW 90210 by Art Streiber/The CW

Call it strategic marketing, or call it a slight lack of confidence. Whatever their motives, the CW has made it clear that they will not be giving critics and journalists screeners of the new 90210 before it premieres on Sept. 2.

The network says the decision to leave the media in the dark is all a part of their marketing strategy. "We're not hiding anything - simply keeping a lid on 90210 until 9.02, riding the curiosity and anticipation into premiere night and letting all our constituents see it at the same time."

Of course, this media brush-off has already created buzz on the Web that insists the CW is trying to cover-up the quality of the show, but only time will prove such speculation true.

Do you think the CW is being marketing savvy? - Gina DiNunno