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.
Attention inmates! Orange Is the New Black season 3 is out on early release. #OrangeCon
— Netflix US (@netflix) June 12, 2015
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:
It's Alex Vause, man. #OrangeCon@LauraPreponpic.twitter.com/wr1934etBA
— Netflix US (@netflix) June 12, 2015
Once the announcement was made at OrangeCon, the stars were given to the OK to spread the news to their fans via social media:
The entire season @OITNB is live on @netflix right. NOW. Enjoy! #OITNB#OrangeCon#321GO
— Uzo Aduba (@UzoAduba) June 12, 2015
It's official!! Season 3 of @OITNB is on @netflix right now!!!!
— Danielle Brooks (@thedanieb) June 12, 2015
SORRY BUT #OITNB SEASON 3 IS OUT NOW!! EARLY RELEASE FOR GOOD A-HAVIOR!!!! SLLEIJDNKSKSJ pic.twitter.com/VGlygLrPnv
— Matt McGorry (@MattMcGorry) June 12, 2015
And the fans went predictably berserk:
!!!!!!!!!!!!!!!!!!!! I FOUND IT!!!!!!!!!!! SEE YOU IN 15 HOURS! #OITNBSeason3@netflix
— Anna B. (@acb2410) June 12, 2015
Kim Kardashian may have broke the internet, but OITNB is about to break Netflix. Ready, set, binge.
— Suleika Jaouad (@suleikajaouad) June 12, 2015
orange is the new black on early release 😭😭😭 i literally bailed on sushi w my dad to binge watch this ish
— jinj (@JinjuKimmm) June 12, 2015
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