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by Alison Willmore
March 14, 2014 12:45 PM
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Adult Swim Tests Fan Devotion By Premiering a Full Episode of 'Rick and Morty' In 15-Second Instagram Snippets

Adult Swim's shows tend to have devoted cult followings, and the network appears to be putting this to the test by premiering a brand new episode of '"Rick and Morty," the animated series created by Justin Roiland and "Community" showrunner Dan Harmon, up on Instagram. Yes, if you want to see the episode before it premieres on Monday, you can view it in over 100 15-second-or-less clips. "Adult Swim feels 'Rick and Morty' fans are more than up to the challenge," the network said in the announcement.

Adult Swim claims this stunt is a television first, which it may well be, and it's fitting for a series that has been one of the channel's first primetime originals. The animated comedy, about a sociopathic scientist who inflicts often dangerous space-time adventures on his grandson, features the voices of Sarah Chalke and Chris Parnell. You can find the full new episode, if you dare, on the "Rick and Morty" Instagram account. Here's the first minute or so, to get you going:


  • Randy | March 14, 2014 9:46 PMReply

    "one of the channel's first primetime originals"

    1. Since when is 10.30pm/12am 'primetime'?
    2. Even if it somehow fell within the purview of 'primetime,' there have been at least a dozen other original series aired in the last 15 years

  • Alison | March 15, 2014 11:43 AM

    8-11 is traditionally considered primetime. Adult Swim's typically kept its originals in late night slots, but has been experimenting with pushing new ones like Rick and Morty earlier into slots that used to be given over to syndicated reruns, and will be starting at 8pm instead of 9 as of March 31 as part of plans to expand further into primetime.

  • Dylan Schenker | March 14, 2014 8:01 PMReply

    Technically a "television" first but Oscilloscope pretty much did the exactly same thing with Vine and their film It's a Disaster.

    Still, cool idea!

  • Chance | March 14, 2014 6:18 PMReply

    Sucks for them. I don't use Instagram, Twitter, or Tumblr. Facebook is the only site for me when it comes to social networking. Still, I'm starting to lose my interest in Facebook all together with the overload of the stupid pages and advertisements.

  • LostProphyt | March 14, 2014 4:40 PMReply

    They test fan loyalty every time they run something stupid like Eagleheart, NTSF:SD::SUV or anything made by Tim & Eric. And they fail that test, as most [as] viewers I know can't stand that trash. So glad they're bringing The Boondocks back. At least we'll get some quality programming on [as] for a while.

  • Will | March 14, 2014 7:05 PM

    Cool, more boring newspaper comics garbage from a self-hating black man

  • Ducky | March 14, 2014 4:59 PM

    Too bad the Boondocks sucked.