Paramount is hoping a very small investment on Twitter will go a very long way this weekend to boost "Super 8" at the box office.
After the massive success of "Paranormal Activity's" Twitter promotion, Paramount figured out a range of ways to leverage the power of Twitter buzz to create a huge word of mouth hit.
First the studio simply bought "Promoted Tweets" and "Promoted Trends" to integrate news of the movie into Twitter users' news feeds. This costs the fraction of the cost of a primetime 30 second spot- just about $150,000, by some estimates.
But Paramount went a step further - it hosted "sneak peak" screenings of the film at 325 theaters around the country on Thursday, promoting them *only* on Twitter. And it seems people are paying attention - with no additional exposure in movies or only, those screenings grossed $1 million. Now as the movie expands to 3,300 theaters Paramount's hoping that the plugged in Twitteratti will spread the word.