It's Not Just TV's Golden Age, We're Living in the Golden Age of TV Hype

Network execs bet on over-the-top viral promos to boost viewership

Back in March, HBO made fans watch ice melt for 69 minutes on Facebook Live to find out when Season 7 of Game of Thrones would premiere. A few weeks later, TBS trolled the premium cable channel by “freezing” the title character of one of its own series, slapstick comedy Angie Tribeca, in a life-size block of ice and livestreaming the event.

After enduring her co-stars’ hazardous (and lame) attempts to free her, which involved everything from blowtorches to firearms, actress Rashida Jones emerged to hype the show’s third season debut.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the May 15, 2017, issue of Adweek magazine. Click here to subscribe.