Rick and Morty episode eight was premiered through a whopping 109, 15-second Instagram videos.
First up, if you're not watching Dan Harmon's Rick and Morty, shame on you. If you are, you've no doubt been hooked and are desperately waiting for even a morsel of new content from the show. Adult Swim, eager to fulfill that want, have delivered, premiering the latest episode of the show a full day in advance (and completely free). The catch? It was premiered via Instagram, and as the maximum video length allowed on the service is 15 seconds, the 22-minute episode had to be split into 109 separate videos.
To further complete the troll, Adult Swim uploaded the clips in reverse, meaning viewers had to wait until the entire set was uploaded to watch the episode. "It's our latest frustrating exercise in audience engagement," it said on its 15-second shows. Indeed, some of the shorter Robot Chicken or Tim and Eric skits hover around that length. Cartoon Network Anything (Adult Swim is on the same channel as Cartoon Network), will be a "micro-network," that aims to tackle the brand-new technology question of how to deliver device-specific content.
If you'd rather not tap your device's screen every 15 seconds to watch the latest episode, some YouTubers have managed to download the files and string them into something a bit more coherent, which you can watch here.
The show follows the adventures of Rick, a drunk super-scientist, and Morty, his incredibly naive grandson, as they travel through dimensions and get into trouble. Its seriously one of the best new TV shows I have seen in a long, long time.