Variety reported on March 14 that Cartoon Network's adult-programming block, Adult Swim, is giving fans the chance to watch an upcoming episode of their breakout series, "Rick and Morty" through the show's Instagram page.
"Rixty Minutes," set to premiere on March 17, has been posted early on the official "Rick and Morty" Instagram account in its' entirety. However, due to the site's limitations on video clips, the episode has been chopped up into over 100 individual 15-second clips. Adult Swim seems to be testing not only viewer loyalty, but also experimenting with social media to distribute new content from one of the network's first primetime originals. "It’s our latest frustrating exercise in audience engagement," the company posted on their Facebook wall Friday.
"Rick and Morty" follows the adventures of a sociopathic scientist named Rick, who gets his grandson Morty into usually dangerous adventures that push the boundaries of both time and space. The series' creators, Dan Harmon and Justin Roiland, say that inspiration for much of the over-the-top comedy and adventure in the series came from several classic British science fiction series, including "The Hitchhiker's Guide to the Galaxy" and "Doctor Who."
Viewers who do not wish to watch the episode in its' Instagram-condensed format can catch it on Adult Swim when it airs on Monday, March 17 at 10:30 p.m. EST.