10:30am PT by Michael O'Connell
AMC Previews 'Halt and Catch Fire' on Tumblr, Courts Tech Crowd
With Mad Men's abbreviated run already coming to a close on May 25, new drama Halt and Catch Fire will soon move into AMC's Sunday lineup. And unlike most new series on the cable network, this one is getting a particularly aggressive preview -- including a first-ever Tumblr preview.
Starting Monday, May 19, the first episode of the 1980s tech drama will be available on Tumblr — marking AMC's first social platform push — as well as the more traditional on-demand availability and AMC's website.
"Halt and Catch Fire is a fun ride through the early days of the PC era, a time when no one could imagine a portable computer weighing less than 15 pounds, let alone one that was a few ounces and doubled as a phone. 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.
The episode will be available online and on demand through the eve of the 10 p.m. June 1 premiere.
"Tumblr is the biggest platform for social TV and a destination for many of AMC's most passionate fans," said Tumblr global head of brand partnerships Lee Brown. "We're excited to welcome Halt and Catch Fire and the rest of AMC's lineup to the home of fandoms through Tumblr integration on AMC.com and to offer this first look at Halt and Catch Fire to our community."
AMC also plans to screen the premiere to Tumblr influencers at the company's New York headquarters. The network has really been pushing the show with the tech community, also hosting private screenings with employees from Apple, Twitter, Google and Dropbox.