Film studios have long relied on Twitter to foster word-of-mouth about films, but Paramount is taking the studio/Twitter relationship one step further to promote the J.J. Abrams/Steven Spielberg collaboration "Super 8."
On Wednesday, Paramount and Twitter jointly announced sneak preview screenings of the film on Thursday, July 9, one day in advance of the film's official release. Those screenings will be promoted on Twitter via the hashtag #Super8Secret, which will enable users to find information, purchase tickets and spread the word.
(But is secret really an appropriate word for a push designed to bring attention to the movie?)
The promotion will also include free popcorn for all moviegoers at select theaters.
Earlier, Twitter and Paramount had partnered for an exclusive "Super 8" trailer premiere on Twitter.
"There are already millions of people talking about 'Super 8' on Twitter and Paramount gets that," says Twitter cofounder Biz Stone in a press release announcing the sneaks. "Creating more excitement about the film with sneak previews and free popcorn is a smart way to make this film a global conversation even before it’s released."
Paramount vice chairman Rob Moore called the initiative "an unprecedented way to get people into theaters and talking about the movie."