AMC released the premiere episode of its newest drama, Halt and Catch Fire on Tumblr , AMC.com and video on demand on Monday, two weeks before the show makes its broadcast debut.
It’s not uncommon for TV shows to debut digitally before they appear on broadcast or cable, but this is notable because it’s the first-ever TV series premiere on Tumblr. This is also the first time AMC has premiered a show on a social media platform.
AMC sees synergy between Tumblr and the show, which depicts renegade computer programmers working out of Texas in the early 1980s.
“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,” said AMC president Charlie Collier in a statement.
AMC will also be launching a branded network Tumblr page that will be integrated into AMC.com. Hey, the network might as well take advantage of all the Mad Men , Breaking Bad and The Walking Dead memes on Tumblr.
Set in the early days of the personal computing era, Halt and Catch Fire is about a “a renegade trio willing to risk it all to realize their vision of building a computer that could change the future,” according to its website. It’s a little bit like Mad Men interwoven with the classic book, The Soul of a New Machine .
Christopher Cantwell and Christopher C. Rogers created the show, which stars Lee Pace, Scoot McNairy and Mackenzie Davis. Mark Johnson and Melissa Bernstein — known for their work on Breaking Bad — are executive producers.
While you can tune in for the next two weeks online, Halt and Catch Fire debuts on AMC on June 1 at 10 p.m. ET.