Comedian Patton Oswalt slammed EpixHD, the streaming channel that was supposed to release his latest comedy special, on Twitter last night because it failed to promote and even show the special on the right date.

Oswalt had commenced a countdown to the special, “Tragedy Plus Comedy Equals Time,” and when it ended, the special was still not up on Epix’s site.

“Embarrassed” (his word) by the incompetence and by fans in his mentions complaining, Oswalt began describing a fake version of his special.

Even though he was joking, he was understandably pissed and began tweeting anger at the company. He said the special was his first and last with Epix.

As soon as he finished ranting, the special went up.

But was the Twitter rant planned all along? Comedy journalist Sean McCarthy of The Comic’s Comic jokingly called Oswalt out for using the “Twitter rant” to promote his new special, saying the comedian manufactured his outrage so the media would cover the premiere. And indeed, more blogs and sites have written about Oswalt’s anger at Epix than about the special itself, thus promoting the special. Could be excellent viral marketing.

Photo via Jason Carlin/Flickr