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Josephine Heathershaw
Adult Swim (stylized as [adult swim] since 2003, and also abbreviated as [as]) is an American adult-oriented television programming block aired by the American basic cable channel Cartoon Network during the evening, prime time, and late-night dayparts. The block features stylistically varied animated and live-action series targeting an adult audience. The content includes original programming (particularly comedies and action series), syndicated series, and short films with generally minimal or no editing for content. Adult Swim is programmed by Williams Street, a subsidiary of Warner Bros. Television Studios that also produces much of the block's original programming.
Launched on September 2, 2001, Adult Swim has frequently aired animated sitcoms, adult animation features, parody, satire, mockumentaries, sketch comedy, and pilots, with many of its programs being aesthetically experimental, transgressive, improvised, and surrealist in nature. Adult Swim has contracted with various studios known for their productions in absurd and shock comedy.[1] In addition to comedy, Adult Swim also broadcasts Japanese anime and American action animation, and since May 2012 this type of programming has generally been aired on its Saturday night Toonami block, which itself is a relaunch of the original block of the same name that ran on Cartoon Network from March 1997 to September 2008.
Adult Swim initially ran in the late night hours.[2] It began to expand into prime time in 2008, and moved its start time to 8:00 p.m. ET/PT in 2014.[3][4] To take advantage of adult viewership of Cartoon Network in the daypart, Adult Swim expanded further to 7:00 p.m. on weekdays and Saturdays beginning in May 2023.[5] After experiencing success with the changes, Adult Swim further expanded to 5:00 p.m. on August 28, 2023; on weekdays, the expanded runtime is filled by classic programming from the networks' libraries, with Mondays through Thursdays featuring Checkered Past, which airs classic Cartoon Network original series from the 1990s and 2000s,[6] and Fridays featuring Toonami Rewind, which broadcasts classic Toonami programming.[7]
Due to its differing demographics, Adult Swim is usually promoted by Warner Bros. Discovery as being a separate network time-sharing with Cartoon Network on its channel allotments, with its viewership being measured separately by Nielsen from the youth-oriented daytime and afternoon programming carried under the Cartoon Network branding.
Cartoon Network's original head programmer, Mike Lazzo, conceived Adult Swim.[8] The block grew out of Cartoon Network's previous attempts at airing content appropriate for adults who might be watching the channel after 11 pm (ET/PT). The network began experimenting with its late-night programming by airing anthology shows that presented uncensored classic cartoon shorts, such as ToonHeads, The Bob Clampett Show, The Tex Avery Show, Late Night Black and White, and O Canada. Another block, Toonami's "Midnight Run", aired the network's action programming uncut with minimal edits. At that time, one third of Cartoon Network's audience were adults.[9][10]
During the 1990s, prime time animation geared toward adults started growing popular due to the success of Fox's hit show The Simpsons.[11][12][13] This was followed by a trend of other adult-oriented animated shows throughout the decade, as well as more general-oriented animated series that garnered strong adult followings.
Space Ghost Coast to Coast, Cartoon Network's first foray into original programming, was created in 1994 specifically for late-night adult audiences. The series was created by Mike Lazzo's Ghost Planet Industries, which eventually became Williams Street Studios, the producers and programmers of Adult Swim.
Between 4:00 am and 5:00 am on December 21, and December 30, 2000 (while Space Ghost Coast to Coast was on hiatus), several new Williams Street series made unannounced "stealth" premieres. Sealab 2021; Harvey Birdman, Attorney at Law; Aqua Teen Hunger Force; and The Brak Show all premiered unannounced;[14] the official schedules listed the shows as "Special Programming".[15] Prior to that, in Entertainment Weekly, it was stated that Michael Ouweleen's next project was working on the Harvey Birdman, Attorney at Law Pilot with J. J. Sedelmaier.[16] In a 1999 interview, the indie pop rock band Calamine stated they had recorded the theme song for Sealab 2021.[17] While entertaining pitches for a variety of adult cartoons, Lazzo realized the potential for packaging them as a complete adult-focused block. Different names were considered, including "ibiso", which was said to be Spanish for "stop", "Parental Warning" and "Parental Block" but he eventually settled on "Adult Swim" (a reference to the common policy at public swimming pools to have time intervals during the day when only adults are allowed in the pool[18]).
Cartoon Network originally intended to launch the adult animation block on April 1, 2001, but was delayed five months.[19] In June 2001, TV Guide had recorded an interview with Cartoon Network's former president, Betty Cohen. She stated there was a new programming block coming out in September that was aimed for an adult audience.[20][21] During this month at the Cartoon Network Confidential, "Cartoon Network's best originals and outrageous animated shorts for discriminating adults" in New York City, an upcoming episode of Space Ghost Coast to Coast titled "Kentucky Nightmare", the stealth pilots from December, Captain Linger, and an episode of Home Movies were screened for free. The screening was part of the Toyota Comedy Festival.[22] On Saturday, July 21, 2001, the Space Ghost Coast to Coast panel at San Diego Comic Con had a trivia game in which the winners won a promotional CD that had the theme songs to the upcoming Adult Swim Shows.[23][24] Everybody who attended got a free Adult Swim t-shirt that was packaged to look like a roll of bandages that a lifeguard might carry.[25]
At the Comic Con, audiences got to see clips of the upcoming shows and vote for what show they wanted to see as a sneak peek. Harvey Birdman, Attorney at Law was the winner and the pilot was screened. The Leave It to Brak episode "Mr. Bawk Ba Gawk" and Space Ghost Coast to Coast episode "The Justice Hole" were also screened, as well as clips to the episode "Sweet for Brak".[23] On August 12, the first commercial advertising the new block aired on Cartoon Network.[26] Around this time a press kit came out that featured towels and a promotional CD.[27][28][29][30] Another press kit that was designed as a first aid kit came with a promo VHS with info on all the shows.[31][32][33] Access Hollywood also highlighted the upcoming premieres.[34] Print ads were shown in an August issue of Entertainment Weekly. On August 31, adultswim.com officially launched.[23]
Adult Swim officially launched on September 2, 2001, at 10 p.m. ET, with the original debut airing of the Home Movies episode "Director's Cut",[35] which had been shelved before airing on its original network, UPN. According to Linda Simensky, "We had a bunch of episodes to screen for Mike Lazzo and by only the second episode, he yelled, "Buy it!" Cartoon Network bought the original five UPN episodes and ordered eight more to complete the season.[36][37] The series' first season was animated in Squigglevision; later seasons were done in flash animation. The first anime broadcast on the block also aired on the night of its launch, Cowboy Bebop.[38][39] Aqua Teen Hunger Force debuted on the block on September 9, with the episode "Escape from Leprechaupolis". The block initially aired on Sunday nights from 10:00 pm to 1:00 am ET, with a repeat of the same block on Thursday nights.
Adult Swim's original bumpers shown in-between the shows featured footage of elderly people swimming in public pools, eating, exercising, and doing other pool-related activities. It would show signs all around the pool saying things like "Warning Potential Violence", "Warning Strong Language in use", "Caution Sexual Innuendo", "Caution Limited Animation", "No Diving", "No Kids", "Warning Adult Situations",[40] and more. Some of these bumpers were narrated by a lifeguard who spoke through a megaphone. Most notably, he would shout "All kids out of the pool!". The logo was the words "Adult Swim" in all capital letters (or often an alternate version of the logo featured the block's name rendered in red and a black circle with a yellow penumbra, also used as the main logo from 2002 to 2003), shown after a freeze frame of the footage.[41] Sometimes they were even shown in reverse. The block's original theme music, titled "D-Code," was a remix of "Mambo Gallego" done by the Melbourne musician Dust Devil, originally played by Latin jazz musician Tito Puente Sr.[42]
Some of the bumps on the block included Aquaman Dance Party that featured a cartoon Aquaman dancing in front of live action landfill footage,[43] Captain Linger, a series of shorts created by J. J. Sedelmaier,[44] Watering Hole, a series of shorts about animals talking in a bar created by Soup2Nuts,[45] 1960s Hanna-Barbera action cartoons dubbed with the voices of children,[46] a series of shorts called Not for Air that had the speech of Hanna-Barbera characters bleeped to make it seem like the characters were swearing,[47] The New Adventures of The Wonder Twins,[48] What They're Really Thinking, which had a voice narrate a character's thoughts in a comedic way, and Brak Puppet Party, a puppet show featuring classic Hanna-Barbera characters.[49][50]
Commercials starring characters from Aqua Teen Hunger Force, The Brak Show, Space Ghost Coast to Coast, Harvey Birdman, Attorney At Law, and Sealab 2021 started to appear as well, such as 1-800-CALL-ATT,[51] Nestea,[52] Dr Pepper,[53] Coca-Cola,[54] Dodge Ram,[55] Quizno's Sub,[56] Maximum Hair Dye, Verizon Wireless,[57] and movie promos for Austin Powers in Goldmember,[58] Kung Pow! Enter the Fist, Jackass: The Movie, Eight Legged Freaks,[59] and The Powerpuff Girls Movie.[60] Brak would also host a segment called Adult Swim News.[61] Due to the September 11 attacks, episodes of Harvey Birdman, Attorney at Law, Cowboy Bebop, and Aqua Teen Hunger Force were delayed.[62][63][64] In the winter of 2001 another Adult Swim CD was made available for free to anyone who purchased issue 28 of Hitch Magazine and the same CD came with issue 29.[65][66]
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