Netflix made a splash on Thursday when it released the third season of “Orange Is the New Black” six hours 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.
“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:
Once the announcement was made at OrangeCon, the stars were given to the OK to spread the news to their fans via social media:
And the fans went justifiably berserk:
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
Business Insider Emails & Alerts
Site highlights each day to your inbox.