TNT is using a carefully mapped-out strategy to build suspense and an audience for “Mob City,” a new show from “The Walking Dead” creator Frank Darabont, reports The New York Times. The strategy focuses on social media.
The first episode’s script will be released in a Twitter stream starting today, Monday, the story notes. All of it will be put on the social media service except for its surprise ending, from the Twitter handle @MobCityTNT and using the hashtag #MobScript.
“[T]he final cliffhanger message will be posted 30 minutes before the show airs at 9 p.m. on Wednesday,” the story notes.
“Bringing the script to life in a different medium is designed to intrigue you so that you want to watch the premiere,” Tricia Melton, senior vice president for entertainment marketing and branding at TNT, TBS and Turner Classic Movies, told The Times. “But this brings a different level of context and I think that it elevates Twitter as a platform because it takes it to a different level of storytelling experience.”