It's not quite watching paint dry, but it's about as close to it as popular culture should get.
Starting at 1 p.m. today, thousands upon thousands of people began watching a massive block of ice melt very, very, excruciatingly slowly on Facebook as a part of a big reveal for the new season of "Game of Thrones." Fans were to type either "FIRE" or "DRACARYS " into the comments to shoot flamethrowers at the ice, and by the end, the premiere date for the new season was supposed to reveal itself. Or maybe it would be a message saying "Be sure to drink your Ovaltine."
Apparently, however, nobody at HBO tested to see how long this would take. As it turns out?
... melts ...
... very ...
In other words, this is the most boring, laborious, self-serious and just overall worst thing HBO has done since "True Detective" season two.
The process was even slower because of technical issues taking the stream offline for several minutes and splitting the broadcast between two different Facebook Live videos. But while watching ice barely melt may be terribly boring, watching people react on Twitter to people watching ice barely melt is tremendously entertaining.
I'm old enough to remember when melting a giant block of ice was how all information was disseminated. Then the Internet happened.— Scott Tobias (@scott_tobias) March 9, 2017
"Just kidding the show's canceled" and then it cuts to black— Richard Lawson (@rilaws) March 9, 2017
HBO rn: So people will watch anything EXCEPT for #Vinyl. Got it.— Jarett Wieselman (@JarettSays) March 9, 2017
The whole stunt was worth it for this comment alone: pic.twitter.com/Abmh4Mr038— Scott Tobias (@scott_tobias) March 9, 2017
By the way, in case you had better things to do today than watch ice turn into water while over-dramatic music played, "Game of Thrones" will debut on July 16.