GAME of Thrones fans didn't seem to appreciate the unusual stunt HBO pulled to announce the date for the new season of its beloved show.
The network broadcast a Facebook Live stream, which involved viewers watching a block of ice melt in order for the date to reveal itself.
Those glued to the live stream could type "FIRE” in the comments (or "DRACARYS” for double the heat) to hit the block of ice with a fireball and hasten its demise.
At one point, the stream had more than 130,000 people watching and reached two million views after being online for just over an hour.
"Only GoT can have 130,000 people watching ice melting and be psyched about it,” commented one Facebook user below the live stream.
But let's face it, in the age of Uber and instant noodles, no one likes waiting. And it seems being forced to watch ice melt was a special kind of indignation and torture for some GoT fans.
"I watched ice melt for an hour for this, now I gotta wait until July for it to start,” Simon Byrne joked on the GoT Facebook page.
Other angry fans took to alternative social media platforms to vent their frustration, with one fan calling the ice-melting exercise "the biggest troll job in the world”.
"I now hate ice more than anything I've ever encountered,” joked another fan on Twitter.
At one point, HBO had to go get more fire and some viewers questioned if the ice would ever melt.
The date, by the way, for the new season is July 16.
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