'Super 8' opening a day early -- it's not a #secret
Paramount, which is releasing the movie, is paying to have the hashtag #Super8Secret show up as a promoted trend. The hashtag directs you to a page where you can buy tickets to special screenings of the movie on Thursday (June 9), a day before the movie's scheduled release date. They aren't just the usual midnight screenings either: About 300 theaters nationwide will have the movie running all day Thursday.
Making #Super8Secret a promoted trend and putting out a press release about it isn't exactly "secret," but it could be pretty good marketing. Paramount is hoping that people who do see the movie Thursday will then keep tweeting about it, which will in turn keep it in front of Twitter users into the weekend. Of course, if the Thursday audience doesn't like it, the Twitter gambit could turn sour.
The studio is betting that won't happen, and if audiences like the movie as much as critics seem to, it won't be a problem.
For those of you who don't live near one of the 300 preview theaters, "Super 8," written and directed by J.J. Abrams and produced by Steven Spielberg, opens on Friday.