To build word of mouth for its soft-tracking Super 8, Paramount has seized on the scheme to announce on Twitter that it will be sneaking the JJ Abrams/Steven Spielberg film one day early. On Thursday morning, the studio will send out a tweet to “those people who are the more active on social networking sites and most interested in new things and announcing them” that Super 8 will open on 325 locations across the country. There won’t be any other advertising except that (and media stories like this). Paramount is even including a special screening for the Twitter corporate headquarters staff. Meanwhile, the studio claims daily tracking for the pic “has moved a lot in the last two days” so that now it’s better than Bridesmaids but not as good as Green Lantern. (Talk about mixing apples and oranges!). Asked if the studio is worried that the sneaks may subtract from Super 8‘s Friday grosses, an exec told me, “What matters is grossing the most money total rather than just on opening day.”
Here’s the Paramount news release:
HOLLYWOOD, CA (June 8, 2011) – Paramount Pictures and Twitter jointly announced today sneak preview showings of the movie SUPER 8 for 1-day only on Thursday, June 9th, in advance of the film’s scheduled nationwide release on Friday, June 10th. To promote the sneak previews, the companies have designated the hashtag #Super8Secret, which Paramount has also sponsored as a Promoted Trend, allowing Twitter’s global user base a direct link to buy tickets to the advanced previews. At select, participating theatres in the United States, Super 8 Sneak Preview moviegoers will be treated to a free popcorn (with a concession purchase) at each sneak preview show. Hosting movie sneak previews marks a first for Twitter. This promotion continues a key partnership between Paramount and Twitter on SUPER 8. The duo joined forces in March for the movie’s exclusive trailer premiere via Twitter, another exciting first for the site.
SUPER 8, from writer/director J.J. Abrams and producer Steven Spielberg, will open exclusively tomorrow, June 9th, on over 300 screens nationwide, featuring all 239 IMAX playdates in the U.S. and Canada.
Fans can go to http://www.Twitter.com/Super8Movie and use #Super8Secret to share information about the movie with friends. To be among the first to see SUPER 8, visit http://www.Super8-Movie.com/Sneak for tickets and show times.
“With SUPER 8, J.J. and Steven have created a really fun and engaging movie for all ages,” said Rob Moore, Vice Chairman of Paramount Pictures. “We are excited to finally get it out into the marketplace and using this sneak preview promotion with Twitter to kick start the film’s release, is an unprecedented way to get people into theaters and talking about the movie.”
“Twitter is how we hear about new movies and share our tiny reviews before the credits finish rolling,” said Biz Stone, Twitter cofounder. “There are already millions of people talking about SUPER 8 on Twitter and Paramount gets that. 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.”
SUPER 8 is an Amblin Entertainment / Bad Robot production, directed by Abrams from his original script and produced by Steven Spielberg, Abrams and Bryan Burk. The film stars Kyle Chandler, Elle Fanning, Joel Courtney, Gabriel Basso, Noah Emmerich, Ron Eldard, Riley Griffiths, Ryan Lee and Zach Mills. The movie takes place in the summer of 1979, where a group of friends in a small Ohio town witness a catastrophic train crash while making a super 8 movie and soon suspect that it was not an accident. Shortly after, unusual disappearances and inexplicable events begin to take place in town, and the local Deputy tries to uncover the truth – something more terrifying than any of them could have imagined.