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LOS ANGELES, May 17 (UPI) -- The first five minutes of AMC's highly promoted new show Preacher was viewable on Snapchat Monday evening, marking the first time an extended TV clip has been shown on the popular messaging app. Snapchat will show the clip exclusively for 24 hours, before it will be made available to other various platforms as part of AMC's advertising campaign. The clip will air on the popular app for a week leading up to the show's premiere on Sunday.
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The exclusive deal with Snapchat helps get AMC's dark comedy seen by the key demographic of millennials, as well as opens the door to other promotional deals for the app.
The five-minute video clip can be found in Snapchat's "Discover," section. Other third-party publishers like BuzzFeed, Daily Mail and National Geographic regularly post their content on the app.
"Our hope is to turn our fans into evangelists by getting Preacher to them ahead of the premiere," Linda Schupack, executive vice president of marketing for AMC, told the New York Times.
The show, based on the controversial comic book, follows a preacher, played by Dominic Cooper, battling the evil within himself as he searches for God with the help of his ex-girlfriend and a vampire.
Produced partly by Seth Rogen and Evan Goldberg, the show premieres 10 p.m. Eastern time, Sunday, May 22.
