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Here's why Netflix released 'Orange Is the New Black' early

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Netflix made a splash on Thursday when the movie- and TV-streaming site released the third season of "Orange Is the New Black"six hours early.

The season's episodes were originally supposed to post at 3 a.m. ET. Instead they emerged at 9 p.m. ET and caused an instant wave of excitement among fans.


"OITNB," the abbreviation for the show's title, began trending on Twitter within minutes of Netflix's announcement, CNN reported.

So why did Netflix release the season early? First and foremost, to create buzz around the show's release. That's a given, and the company accomplished that.

But the timing of the release also coincided with an announcement made during Orange Con, a gathering of "OITNB" fans, cast members, and producers held Thursday in New York City, an individual close to the show told Business Insider.

Here are some shots of the scene at OrangeCon:

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Once the announcement was made at OrangeCon, the stars were given to the OK to spread the news to their fans via social media:

And the fans went predictably berserk:


It will be interesting to see whether this stunt improves viewership of "OITNB," but don't hold your breath. Netflix is known to be secretive about its viewing numbers.

A Netflix representative declined to comment for this article.

SEE ALSO: Netflix just saved teen favorite 'Degrassi' from cancelation

MORE: Netflix reportedly nabs comedic lifeguard movie starring a bunch of 'SNL' stars

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