Here's why Netflix released 'Orange Is the New Black' early
The season's episodes were originally supposed to post at 3 a.m. ET. Instead, they dropped at 9 p.m. ET and caused an instant wave of excitement among fans.
Attention inmates! Orange Is the New Black season 3 is out on early release. #OrangeCon
- Netflix US (@netflix) June 12, 2015
"OITNB," the abbreviation for the show's title, began trending within minutes of Netflix's announcement, reported CNN.
So, why did Netflix release the season early? First and foremost, to create buzz around the show's release. That's a given and they accomplished that.
But, also the timing of the release coincided with an announcement made during Orange Con, a gathering of "OITNB" fans, cast members, and producers held Thursday in New York City, an individual close to the show told Business Insider.
Here's some shots of the scene at OrangeCon:
It's Alex Vause, man. #OrangeCon @LauraPrepon pic.twitter.com/wr1934etBA
- Netflix US (@netflix) June 12, 2015
Once the announcement was made at OrangeCon, the stars were given to the OK to spread the news to their fans via social media:
The entire season @OITNB is live on @netflix right. NOW. Enjoy! #OITNB #OrangeCon #321GO
- Uzo Aduba (@UzoAduba) June 12, 2015
It's official!! Season 3 of @OITNB is on @netflix right now!!!!
- Danielle Brooks (@thedanieb) June 12, 2015
SORRY BUT #OITNB SEASON 3 IS OUT NOW!! EARLY RELEASE FOR GOOD A-HAVIOR!!!! SLLEIJDNKSKSJ pic.twitter.com/VGlygLrPnv
- Matt McGorry (@MattMcGorry) June 12, 2015
And the fans went justifiably berserk:
!!!!!!!!!!!!!!!!!!!! I FOUND IT!!!!!!!!!!! SEE YOU IN 15 HOURS! #OITNBSeason3 @netflix
- Anna B. (@acb2410) June 12, 2015
Kim Kardashian may have broke the internet, but OITNB is about to break Netflix. Ready, set, binge.
- Suleika Jaouad (@suleikajaouad) June 12, 2015
orange is the new black on early release ?????? i literally bailed on sushi w my dad to binge watch this ish
- jinj (@JinjuKimmm) June 12, 2015
It will be interesting to see if this stunt improves viewership of "OITNB," but don't hold your breath. The streaming company is famously secretive about its viewing numbers.
A Netflix representative declined to comment for this article.
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