BeReal Is Gen Z’s Fave New Social App That Hollywood Can’t Crack – But Paramount Is Taking a Stab

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Paramount used the authenticity-preaching platform to market its upcoming “Scream 6” — the first studio to do so officially

BeReal Scream 6
"Scream 6" is the first movie to use BeReal in its marketing campaign. (Paramount)

The hot Gen Z trend this spring was BeReal, the social media app that prompts users to share a daily photo of what they’re doing the moment an alert goes off at an unexpected time — and once again, Hollywood was left standing outside the digital velvet rope.

There are myriad reasons TV and movie publicity departments can’t crack the app that bends over backward to promote “authenticity,” the very antithesis of highly manufactured film and TV campaigns. And while the savvy digital-marketing squad at Paramount found a clever way to get “Scream 6” some traction on its BeReal account, most studios aren’t ready to mess with a platform bent on filtering out staged social media.

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