Comedy Central is taking one of its showcases and streaming it free across multiple platforms. The “Roast of James Franco” will be accessible via CC.com, mobile platforms and an Xbox
A red carpet pre-show will also be available. The network is hoping to drum up considerable social media activity with the sharing of video clips and animated GIFs on its Web site, as
well as on Facebook, Instagram, Twitter, Vine and Tumblr.
The roast debuts Monday at 10 p.m. For a re-air later that night, Comedy Central is trying a “social version” with
real-time tweets and Facebook posts on-screen.
Among the social media activity the network has used to drum up interest in the special is allowing “super users” to take control
of Comedy Central’s Vine account.
Franco’s real-life grandmother will be co-hosting the “#FrancoRoast Red Carpet Pre-Show.” Grandma Mitzie Verne will interview
celebrities on a couch. The 15-minute red carpet show will be produced by Comedy Central’s in-house digital studio.
Seth Rogen serves as the roast master with Jonah Hill and Andy
Samberg among those taking a turn at the mike.