Twitter has launched its first such anime-like movie as part of the promotion for its latest “Scream,” which hits theaters this week and brings together a mix of original series actors and new stars, as it seeks to connect the franchise to a wide range of fans.
As you can see here, the new Scream animation will be rendered differently in dark and light mode, for the first time in the app. Animation will play when users continue @scream movies Like tweets that include the hashtag #ScreamMovie, an expanded set of actions that can help boost engagement around the movie.
It’s the film’s latest social media activation, with the Scream team also releasing a range of AR filters across Snapchat, Facebook and Instagram.
Plus custom “hashflag” characters associated with the #12ScreamsForTheHolidays and #ScreamMovie tags.
And a personalized Q and A experience on Messenger, via Movie Mate.
With a strong retro vibe, the latest movie in the “Scream” franchise looks set to be a pop culture sensation, unleashing all-new trends, which can appeal to a wide range of viewers both young and old.
With cinema attendance still affected by the pandemic, this may be the best way to promote films in the current era, work to increase the hype, and take advantage of social media trends, as a way to increase interest and gossip around the release.
Which is why it’s interesting to note these new activations, as Scream’s PR department promotes social media across various applications, looking to connect with digital consciousness – that is, where modern consumers are active.
From afar, it will be interesting to see if participatory and interactive activations on social media ultimately yield stronger results for film promotion, as they can highlight the best way forward for promotional spending, if it ends up driving more people to cinema as a result.
It’s clear that a lot of the film’s promotional budget has gone into these activations. Will this change the balance in future promotional approaches – and will this have any impact on consumers’ habits and expectations going forward?
Either way, it’s a new Twitter experience, which could pave the way for new promotional opportunities in the app.