When Widow’s Bay took home six trophies at this week’s Emmy Awards, it set a stunning new record. Added to the eight prizes it won at the Creative Arts section of the ceremony – which took place a week earlier, recognising the technical side of television production – the Apple TV sleeper hit had secured 14 Emmys for a single season: more than any comedy series in history.

Most notably of all it fended off strong competition from previous winners Hacks and The Bear, plus perennial nominee Only Murders In The Building, to snatch the top prize for Outstanding Comedy Series. Emmy voters have a reputation for being (ahem) ever so slightly set in their ways, so the way they’ve embraced Widow’s Bay in its debut season is genuinely momentous.

The show’s dominance is doubly impressive when you factor in its distinctive tone. Widow’s Bay isn’t a relatively conventional sitcom like Modern Family and Frasier, the two most frequent winners of the Outstanding Comedy Series award, but an offbeat blend of horror and comedy that takes a while to cast its spell. Set on a fictional island off the coast of New England – the titular Widow’s Bay – it’s a show with a timely and elastic premise. 

Ambitious mayor Tom Loftis (Matthew Rhys) wants to turn Widow’s Bay into an upscale holiday destination such as Martha’s Vineyard, but his grand plan is threatened by a steady stream of spooky goings on. Basically, Widow’s Bay is historically and irrevocably cursed.  How can a discerning tourist be expected to enjoy their handmade cappuccino when there’s a masked killer on the loose and a poisonous fog looming? It’s quite literally a case of “gentrification, be damned!”

Matthew Rhys and Kate O’Flynn in ‘Widow’s Bay’. CREDIT: Apple TV+

Created by Katie Dippold, who cut her teeth on Parks And Recreation and co-wrote 2015’s slightly underrated Ghostbusters reboot, Widow’s Bay is both funny and frightening, but in a way that never feels formulaic. It loves a bit of old-school slapstick but it also loves chucking in sea hags and killer clowns to creep you out.

Since it premiered in April, it’s become a discerning word-of-mouth hit that horror don Stephen King has seen fit to endorse. Apple TV officially commissioned a second season in June: tacit recognition of its excellent reviews and steadily growing fanbase. But the slew of news headlines celebrating its stellar night at the Emmys should transform Widow’s Bay from an IYKYK show to a badge of honour binge-watch. Pretty soon, smug TV viewers will relish telling you that they discovered it before the hype. 

Like The White Lotus, another surprising Emmys darling, it’s a show that’s beguiling in a way that’s tough to sum up succinctly. And like The White Lotus, it’s elevated by clever casting that gives showy roles to talented actors who aren’t quite household names yet.  It feels absolutely correct that four of its Emmy wins came in acting categories: Outstanding Lead Actor for Rhys, Outstanding Supporting Actress for Kate O’Flynn, Outstanding Supporting Actor for Stephen Root and Outstanding Guest Actress for Betty Gilpin.

Dale Dickey in ‘Widow’s Bay’. CREDIT: Apple TV+

Seasoned character actress Dale Dickey (Breaking Bad, True Blood) could easily have joined them in the winners’ room on Monday night – had she not been up against O’Flynn for Outstanding Supporting Actress. Dickey is brilliant as Rosemary, the eerily well-informed town gossip, while Root gives an anchoring performance as Wyck Crawford, a local fisherman who tries to warn Mayor Loftis that Widow’s Bay is a truly cursed place.

Still, the show’s breakout star is definitely O’Flynn, whose previous credits include Prime Video’s prematurely cancelled historical romp My Lady Jane. She’s magnetic and unexpectedly touching as Patricia Moyer, the Mayor’s strange but stoic assistant, who was pursued by the island’s resident boogeyman during her high school years.

When she tells Loftis that even now, she still barricades her bedroom door with a hefty piece of furniture, he replies drolly: “But he murdered teenage girls. You’re in your forties, you’d be fine.” It’s one of the season’s standout moments: sad and hilarious in equal measure. Given that O’Flynn will soon be seen in Tender Loving Care, possibly the final film from revered British director Mike Leigh, it’s safe to say her future’s looking bright.

Stephen Root and Kate O’Flynn in Widow’s Bay. CREDIT: Apple TV+

The show’s success will also benefit Rhys, her frequent scene partner, who made Emmy history of his own. When he collected the Outstanding Lead Actor In A Limited Or Anthology Series Or Movie prize for his chilling role in Netflix thriller The Beast In Me, he became the first person to win two lead acting prizes in one night. Let’s hope he hasn’t negotiated his season two salary already.

Whenever the show does come back – and shooting isn’t due to begin until next March – expectations will definitely be raised. Dippold now faces the major challenge of trying to match a seriously captivating first season but without as much help from the element of surprise. For now, one question remains: if you haven’t scheduled a visit to Widow’s Bay yet, why the hell not?

‘Widow’s Bay’ is available to watch now on Apple TV+

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