Game of Thrones at 10: can a deluge of publicity preserve its legacy?

For many viewers, the final season ruined years of fandom. Enter HBO with a month of celebrations which they hope will lead to renewed interest in GoT - and its upcoming spinoffs

It's time to crack open Cersei's favourite Dornish wine and fill an incongruous takeaway coffee cup to the brim: Game of Thrones is 10 years old. To mark the occasion, HBO has inaugurated the Iron Anniversary, a month-long celebration honouring the grandiose but battle-scarred show based on George RR Martin's as yet uncompleted cycle of fantasy doorstop novels. In traditional GoT fashion, there are merchandising tie-ins, from figurines to a commemorative IPA. But the main thrust of the Iron Anniversary seems to be the series itself: a ceremonial reminder that all eight seasons and 73 instalments are still available to watch on HBO Max (or Sky Atlantic/Now/Amazon Prime in the UK); the campaign announcements encourage fans to return to their favourite bloodthirsty battle episode or embark on a binge-watch MaraThrone".

Related: The battle of the binge: should you watch Game of Thrones in lockdown?