Winter is coming. In Summer.
In a gimmicky Facebook Live event on Thursday, HBO revealed that it's most popular show to date will be back on July 16 for its seventh season.
Fans have been waiting with baited breath for the announcement after learning the season would be pushed back due to weather last summer.
Executive producer David Benioff explained the decision at Comic-Con in July, saying the arrival of the dreaded, multi-year winter long predicted for Westeros requires a shift in production.
The premium channel chose an interesting way to make the grand reveal, and not all fans were enthused.
The live stream featured a large block of ice that contained the premiere date, and viewers could "help" melt it by commenting "fire," which would cause a flame to blast on screen and further thaw the ice. The stream was interrupted multiple times during the broadcast, but garnered hundreds of thousands of views.
Though many tuned in and commented, others were annoyed by the tediousness of the entire event. Sharp-tongued critics lampooned the stunt, calling it the new equivalent of watching paint dry.
"It's like watching ice melt" is the new "It's like watching paint dry." #GoT— Jen Chaney (@chaneyj) March 9, 2017
The whole stunt was worth it for this comment alone: pic.twitter.com/Abmh4Mr038— Scott Tobias (@scott_tobias) March 9, 2017
Last week at HBO HQ:— Todd VanDerWerff (@tvoti) March 9, 2017
“Fire melts ice, right?”
“I dunno. Probably. Worth a shot."
They also released a teaser video that doesn't feature footage from the new season.
The show's seventh season will feature seven episodes instead of the usual 10.