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TNT creates ‘adaptweetion’ for new series Mob City

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First there was tweeting about a show, then there came live tweeting during the show, today the new TNT series “Mob City” has integrated Twitter in an entirely new way. They began tweeting the pilot episode this morning with various multimedia before its premiere this Wednesday.

They made the announcement on the official Twitter account for the series Sunday.

“Starting tomorrow we’re tweeting the #MobCity pilot script! 3 days of Frank Darabont’s words like you have never seen them before”

Tweets began Monday morning with a picture of the pilot script “A Guy Walks Into A Bar”. The show based in 1940s Los Angeles highlights the battle between a police chief and mobster and comes from “The Walking Dead” creator Frank Darabont.

Each tweet is adapted from the screenplay and includes pictures and videos created while filming the show. Tweets will continue up through the premiere on TNT Wednesday evening.

Tricia Melton, senior V.P. of entertainment marketing and branding for TNT described the motivation behind the pre-premiere tweeting which has been called an “adaptweetion”.

"The anticipation surrounding Mob City has been building so much, we wanted to create a unique story-telling experience by sharing the first episode's screenplay specifically adapted for Twitter."

Current tallies of just over 3,500 Twitter followers have signed up for the pilot preview. Will adaptweetion become the norm for premiering shows or will TNT prove viewers are not ready for screenplays 140 characters at a time?

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