Twenty-four years ago, Cartoon Network launched Adult Swim, a block of programming that quickly became known for its edgy and unconventional style. In a memorable and costly launch, a promotional stunt caused a public uproar and resulted in a $2 million fine. Adult Swim revolutionized adult animation, offering a distinct attitude and aesthetic that felt rebellious and a little bit forbidden for younger viewers.
During its early years on Cartoon Network, Adult Swim was known for its edgy and unconventional style, and they weren’t afraid to take risks with their advertising. This became dramatically clear on January 31, 2007, when a promotional campaign for Aqua Teen Hunger Force – featuring the Mooninites characters – was mistaken for a bomb threat in Boston, leading to a hefty fine. Looking back, the incident may have actually been the best possible publicity for the show.
Aqua Teen Hunger Force and the 20007 Boston Mooninite Panic
Adult Swim’s Aqua Teen Hunger Force was one of their earliest original animated shows. In 2007, to promote the show’s first movie, Aqua Teen Hunger Force Colon Movie Film for Theaters, the marketing company Interference Inc. teamed up with Boston artist Peter Berdovsky. They placed LED signs featuring the Mooninites flipping off passersby in various locations around Boston. These signs were installed without permission and caused significant public alarm.
Over two nights, almost 40 LED signs appeared in various locations around Boston before anyone realized what was happening. This quickly alerted the authorities, and one particular sign attracted a large response, drawing police, firefighters, and news crews to the scene. The bomb squad was even called in because the signs appeared to be constructed with potentially dangerous components. After several hours of investigation, police determined the incident was likely a publicity stunt.
The event quickly gained widespread media attention, with news outlets covering the story and fans reacting to the involvement of Aqua Teen Hunger Force. It was a publicity stunt unlike anything you’d see now, but perfectly suited to the media landscape of the time. Later, it came to light that Turner Broadcasting and Interference Inc. had to cover legal costs to settle any resulting lawsuits or civil claims.
2007 Boston Mooninite Incident Fallout for Adult Swim
The incident had significant consequences. Turner Broadcasting and Interference Inc. each paid one million dollars to the Boston Police Department and the Department of Homeland Security. The vice president of Cartoon Network resigned following the scare, though no one faced criminal charges. Those responsible for placing the signs were charged with creating a hoax intended to cause panic, and other cities cancelled or secured the promotional signs to prevent similar issues.
In retrospect, the idea was incredibly ambitious and wouldn’t really be feasible now. While LED signs were already appearing in cities like Los Angeles before the Boston incident, the marketing landscape has changed dramatically since then. The situation was so significant that Adult Swim hasn’t tried a similar secret campaign since. This was also aided by the shift of advertising towards online platforms, allowing Adult Swim to adjust its strategies accordingly.
Adult Swim has a history of marketing campaigns that generate controversy – the campaign for Rick and Morty‘s Szechuan Sauce is a good example – but this incident was by far their biggest. Looking back, it’s funny to remember that it all started with Aqua Teen Hunger Force and the show’s absurd Mooninite character, which was widely featured on news broadcasts at the time.
After all these years, Aqua Teen Hunger Force remains one of Adult Swim’s most enduring franchises, and events like these have likely contributed to its continued popularity with fans. What are your thoughts? Share them in the comments and join the discussion in the ComicBook Forum!
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2026-02-01 20:12