'Pacific Rim': Are those celebrity tweets helping?

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Image Credit: Warner Bros

To combat early reports that Guillermo de Toro’s Pacific Rim was tracking poorly — meaning its blockbuster status could be challenged at the box office come July 12 — the marketing folks are making sure moviegoers know it’s more than a human-controlled robot vs. monster movie. And in addition to featurettes and TV spots, they’re using celebrities’ Twitter feeds to get out that message.

On the one hand, it’s brilliant: People who won’t take the time to press play and view a clip online might take two seconds to read a tweet and then be open to watching an ad on TV that they’d otherwise have fast-forwarded. It’s far-reaching with little effort: Get the celeb to an early screening, then have him or her (okay, usually him) share his opinion as someone who’s actually seen it.

On the other hand, when the tweets start piling up, the mechanics of it are as overt as product placement within a movie, and we know those highly orchestrated, succinct endorsements can be grating. Is that portion of the marketing plan working? Poll below!


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