The cabler touts it as the first-ever TV series premiere on Tumblr, and the first time AMC has teamed with a social media platform to preview a new show. In addition, the “Halt and Catch Fire” pilot will be available through VOD and online services from cable and telco TV providers including Comcast, Time Warner Cable, AT&T U-verse, Verizon FiOS and Cox.
The premiere episode of “Halt and Catch Fire” is now available on AMC’s Tumblr page and via AMC.com, running through Saturday, May 31, the day before the TV premieres on AMC on June 1 at 10 p.m. AMC launched its branded Tumblr page for the promo, and it will be integrated on AMC.com and used to connect fans on both sites.
“Halt and Catch Fire” is “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,” AMC president Charlie Collier said.
AMC’s promo follows Cartoon Networks’ premiere this spring of an episode of Adult Swim animated comedy “Rick and Morty” on Facebook’s Instagram ahead of its regular TV broadcast. But that was cut up into more than 100 clips to meet the Instagram limits of posting video clips of 15 seconds or less.
Also Monday, AMC will screen the premiere ep for Tumblr “influencers” at the company’s New York headquarters. The cabler has in recent weeks hosted private showings at tech companies including Apple, Twitter, Google and Dropbox, hoping to build buzz among the digerati.
“Halt and Catch Fire” from AMC Studios is a fictionalized history of the rise of the PC era in the early 1980s, set in Texas’ Silicon Prairie one year after IBM’s introduction of the personal computer. The 10-episode series is created by Christopher Cantwell and Christopher C. Rogers and exec produced by showrunner Jonathan Lisco (“Southland”), Gran Via Productions’ Mark Johnson (“Breaking Bad,” “Rectify,” “Diner,” “Rain Man”) and Melissa Bernstein (“Breaking Bad,” “Rectify”).
Drama revolves around fictional former IBM executive Joe MacMillan (Lee Pace), who plans to reverse-engineer the flagship product of his former employer. Show co-stars Scoot McNairy, Kerry Bishé and Cameron Howe.