The site is, naturally, hosted on Tumblr, and is supposed to make it easier to find GIFs from key moments on various TV shows. It currently features about 1,400 images from various shows hosted on the site, all featuring various tags to make them easier to search through.
Of course, Hulu wants to get something out of its GIF-making work, so it’s branding them with a #hulu watermark, as well as the name of the show.
While some GIF connoisseurs may not be fond of using GIFs as advertising tools, not everyone is an expert at making their own animated images. It’s a clever way for the company to market the shows it hosts and potentially pull in some new users.