TNT is digging its claws in for maximum exposure. The network has announced that the premiere episode of its new drama Claws will stream on Twitter following the series’ June 11 9PM launch.
Set in a Central Florida nail salon and featuring an ensemble cast headed by Niecy Nash (Getting On, The Soul Man), Claws is slated to premiere Sunday, June 11, at 9 p.m. (ET/PT) across TNT’s platforms. Twitter will then stream an encore of the premiere episode at 10 pm. (ET), marking the platform’s first ever streaming of a basic cable drama. Fans on Twitter in the United States will be able to access the stream and a curated timeline of show-related Tweets by going to claws.twitter.com, as well as via the @ClawsTNT Twitter handle.
Twitter will also play a key role during TNT’s 9 p.m. premiere of Claws, during which Nash and fellow cast members Carrie Preston (True Blood), Jenn Lyon (Justified), Judy Reyes (Scrubs) and Karrueche Tran (The Nice Guys) will live Tweet along with the show and engage with fans as the suspense unfolds. They will be Tweeting from New Orleans, where the series is filmed, using #ClawsTNT.
By leveraging a key social media platform, TNT hopes to boost buzz and viewership for the series, en route to a Season 2 renewal.
Michael Engleman, executive vice president of entertainment marketing and brand innovation, said of the initiative:
“As we saw with our Full Frontal with Samantha Bee special in April, a streaming encore on Twitter has the power to reach new audiences and catch the attention of viewers who might not otherwise have sampled our show. By giving viewers the opportunity to watch the premiere episode of Claws on Twitter, we’re helping this terrific series build a strong fan base across the entirety of the season, and we’re establishing a meaningful connection with those fans through social media engagement.”
Added Anthony Noto, Twitter COO:
“We are excited to collaborate again with Turner to help them reach new audiences on Twitter. Fans will be able to watch the video of the highly anticipated premiere of Claws and Tweet along with viewers and the cast all on the same platform.”
Will you tune in or stream the premiere of Claws?
Stay tuned as we continue to monitor the renew/cancel status of Claws Season 2…
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