It was the first week of April, 2015, and New York’s Chelsea Market, typically packed with hordes of noisy tourists, was quiet. It was close to midnight, but five stories above, things were tense. The building is a former cookie factory, and the outlines of ovens still scar the brick walls. In their place, a vast array of screens are now mounted, each tuned to a live video feed. Joe Inzerillo and his team had their eyes glued to the glass, hard at work trying to wrangle the internet into doing something it was not built for.
The launch of HBO Now was just a few days away, but the product wasn’t finished. With both HBO and Apple promoting it heavily, the team had no idea how many people might tune in that first day.