In a unique distribution move designed to drive sampling, TV Everywhere viewing and word-of-mouth, USA Network today announced that the pilot episode for its award-winning new dramatic thriller, “Mr. Robot,” will launch May 27th on a wide array of digital and VOD platforms targeting millennials, ahead of its linear debut. This marks one of the broadest-reaching pre-linear distribution plans in cable television history.
“It is more important than ever to push boundaries in order to break through the clutter and reach new audiences,” said Chris McCumber, President of USA Network. “Mr. Robot,” which has already garnered awards before it has even aired, gives us a unique opportunity to make some noise and drive word of mouth through this innovative pre-linear strategy.”
Additionally, for the first time ever, the network will release a version of the pilot with Spanish language subtitles across On Demand platforms including Xfinity On Demand, YouTube and on Hispanic sites, including Telemundo.com, Terra.com and Latina.com. The series premiere will also be simulcast on sister cable network NBC UNIVERSO with subtitles on June 24th at 10/9c. Every subsequent episode of the series will be made available with Spanish subtitles on VOD, and NBCUniversal owned-and-operated digital channels.
Starting this June, USA will close caption all originals and new theatricals in both English and Spanish language.
Beginning May 27th through June 24th, audiences can access the premiere episode of “Mr. Robot” via On Demand platforms including Xfinity On Demand, USANetwork.com, the USA Now App (iOS, Android, Xbox One), Hulu and YouTube, iTunes, Amazon Instant Video, Google Play, Vudu, XBOX Video, PlayStation Video, and M-GO.
The pilot will also be available via Twitch, IMDb, Ew.com, THR.com, Telemundo.com, Terra.com, Latina.com, The Verge.com and 22 sites within the Crave Online network through June 5th. Additional partners, including editorial outlets, are still in development.
“We are mirroring “Mr. Robot”‘s themes of anti-conformity and anti-establishment by breaking the rules for how to bring this award-winning series to market,” said USA Network Executive Vice President of Marketing and Digital, Alexandra Shapiro. “Our goal is to get as many influential, diverse and passionate general market and Hispanic fan bases to watch the pilot well in advance of its linear premiere so they become evangelists for the series.”
As part of the network’s unique windowing strategy, USA will also premiere a double stack of new one-hour episodes for the premiere of this summer’s new drama “Complications” on June 18th at 9/8c, and immediately offer the third episode via VOD to viewers that evening. The network also recently announced a new windowing structure for the upcoming second season of the network’s comedy “Playing House,” premiering August 4th at 10/9c, which will allow viewers each week to watch the following week’s episode across digital and On Demand platforms like Xfinity On Demand and USA Now before it airs on USA.
“Mr. Robot” first premiered at SXSW in March, where it won the coveted audience award and was an official selection of the 2015 Tribeca Film Festival.
“Mr. Robot” follows Elliot (Rami Malek, “The Pacific”), a young programmer who works as a cyber-security engineer by day and as a vigilante hacker by night. Elliot finds himself at a crossroads when the mysterious leader (Christian Slater, “The Adderall Diaries”) of an underground hacker group recruits him to destroy the firm he is paid to protect. Compelled by his personal beliefs, Elliot struggles to resist the chance to take down the multinational CEOs he believes are running (and ruining) the world. The series also stars Portia Doubleday (“Her”), Carly Chaikin (“Suburgatory”) and Martin Wallström (“Simple Simon”). From Universal Cable Productions, “Mr. Robot” is from writer and executive producer Sam Esmail (“Comet”) and executive producers Anonymous Content’s Steve Golin (“True Detective”) and Chad Hamilton (“Breakup at a Wedding”).
To further promote pilot sampling, USA is partnering with Universal Pictures to host “Mr. Robot” advanced screenings on 15 college campuses across the country through Universal’s CampusU network.
USA will also unveil the pilot on May 5th in Miami as part of the eMerge Americas conference, a global idea exchange focusing on how technology and innovation are disrupting industries that connects global industry leaders and investors across North America, Europe and Latin America.
