Netflix made a splash on Thursday when it 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 dropped at 9 p.m. ET and caused an instant wave of excitement among fans.
So, why did Netflix release the season early? First and foremost, to create buzz around the show's release. That's a given and they accomplished that.
But, also the timing of the release 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's some shots of the scene at OrangeCon:
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 justifiably berserk:
NOW WATCH: Johnny Depp is transformed in this trailer for Whitey Bulger biopic 'Black Mass'
See Also:Netflix released the entire new season of 'Orange is the New Black' earlyA star from the 'The Walking Dead' was just cast in season 2 of 'Daredevil' as one of Marvelís darkest antiheroesNetflix just saved teen favorite 'Degrassi' from cancelation
SEE ALSO: Netflix just saved teen favorite 'Degrassi' from cancelation
MORE: Netflix reportedly nabs comedic lifeguard movie starring a bunch of 'SNL' stars