For six seasons now, HBO fantasy series 'Game Of Thrones' - based on George R R Martin's novel series 'A Song Of Ice And Fire' - has impressed audiences across the globe, racking up huge numbers of viewership and bringing in big ratings for the network whenever it hits the small screen.
Now with a seventh season on the horizon that will consist of a shorter number of episodes - and will air later in the year than usual thanks to filming restrictions - fans are beginning to get embroiled in the hype game that HBO and those behind the series play so well each and every year.
After revealing the seventh season's launch date earlier this month using a huge real-life block of ice, HBO have now dropped a new trailer for the series, showcasing some of the warring factions we'll be faced with when the show makes its return.
While we see Jon Snow (Kit Harington), Daenerys Targaryen (Emilia Clarke) and Cersei Lannister (Lena Headey) taking their seats in their respective positions of power, a cover of indie band James' smash hit single 'Sit Down' provides the musical backdrop for the piece. We see Cersei sitting on the Iron Throne in King's Landing, while Jon enjoys being back in the halls of Winterfell and Daenerys returns to her ancestral home of Dragonstone. Things take a cold turn however when Cersei exhales and the camera pans out to reveal the Night King, set to lead his White Walker army into Westeros and beyond in a bid to take over.
With only two seasons now left in the series and 13 episodes left to see in total, details are being kept more closely under wraps than ever before. Viewers know that the endgame is on the horizon and there is going to be a lot of conflict before all is said and done, but exactly how all that will eventually play out is anybody's guess. With the show now running ahead of Martin's book series, even readers will be surprised by what's to come. In this fantasy world, where main characters are killed off just as swiftly as extras and side characters, anything is possible.
'Game Of Thrones' Season 7 starts Sunday, July 16 on HBO in the US and on Monday, July 17 on Sky Atlantic in the UK.