The new AMC series Halt and Catch Fire is all about the rise of the computer, so it makes sense that the network would find some tech-y way to promote it. But did anyone expect Halt and Catch Fire to make its worldwide debut on a site that specializes in animated .GIFs?
AMC is currently previewing the drama on its Tumblr page two weeks before the show's premiere on June 1, making it the first television series to premiere on the social media site, and the first time AMC has partnered with a social media site to debut one of its shows. The first episode is also available at AMC.com and on On-Demand video services.
"Halt and Catch Fire is a fun ride through the early days of the PC era, a time when no one could imagine a portable computing weighing less than 15 pounds, let alone one that was a few ounces and doubles as a phone," AMC president Charlie Collier said in a statement. "It's a perfect show for summer and — given the subject matter — a good fit for Tumblr's first TV series premiere and AMC's first social media screening."
Set in the 1980s, Halt and Catch Fire stars Lee Pace as a computer visionary who enlists the assistance of an engineer and a prodigy to help him realize his vision of building a personal computer. The 10-episode series debutsSunday, June 1 at 10/9c on AMC.
Television shows are using social media to find new ways to debut their programs. Adult Swim's Rick and Mortyrecently premiered an episode on Instagram. In December, TNT took to Twitter to draw interest in Mob City by tweeting out the script along with short video clips of the pilot episode.
Get a taste of Halt and Catch Fire by watching this video look at the series.