In Ridiculous Stunt, Adult Swim Premieres ‘Rick and Morty’ Episode on Instagram in 100-Plus Video Clips

Adult Swim is touting the Instagram debut of a new episode of animated comedy “Rick and Morty” ahead of its regular TV broadcast next Monday as a television network first.

And it may also be the last.

Adult Swim, the programming block on Turner’s Cartoon Network, has posted the entire half-hour episode online on the Rick and Morty Instagram account. But it’s cut up into more than 100 clips to meet the Instagram limits of posting video clips of 15 seconds or less — making this more of a publicity stunt than a lagniappe to the show’s budding fanbase.

“Adult Swim feels ‘Rick and Morty’ fans are more than up to the challenge,” the programmer said (with a straight face?), perhaps underestimating the patience of its audience. Instagram, which Facebook acquired for $1 billion in 2012, introduced the video-sharing feature last summer.

SEE ALSO: Facebook’s Instagram 15-Second Videos Promise to Power Social Promos

Those disinclined to click through all 109 of the Instagram clips can watch the full episode on TV at the regularly scheduled time, Mondays at 10:30 p.m. ET/PT. The episode is part of the first season of “Rick and Morty,” which bowed last December.

“Rick and Morty,” one of Adult Swim’s first primetime original shows, is about a sociopathic scientist who drags his dim-witted grandson on dangerous adventures across the universe. Series was created and exec produced by Dan Harmon (“Community”) and Justin Roiland (“House of Cosbys”) and produced by Starburns Industries.

Turner launched Adult Swim in 2001. This week, the company said it will expand the block by an hour, to start at 8 p.m. starting March 31 (instead of 9 p.m.), running until 6 a.m. on Cartoon Network. Initially, the 8 p.m. hour will air back-to-back episodes of Fox hit “King of the Hill” followed at 9 p.m. by “The Cleveland Show,” another acquisition from Fox.

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