The New Star Wars Movie Just Added a Healthy Dose of Twitter Marketing in Theaters

Hashtags with your popcorn?

Headshot of Christopher Heine

Here's the latest example of Twitter being everywhere in the media: The microblogging platform has teamed up with Disney and National CineMedia, which is in 1,600 theaters, to show tweets about the upcoming Rogue One: A Star Wars Story.

Through Jan. 5, theatergoers can experience the marriage of social media and Hollywood in the lobbies of 57 movie houses across the country. The campaign includes a Twitter emoji and hashtags such as #RogueOne, #DeathStar, #StarWars and #StarWarsRogueOne that patrons will see on digital displays. 

"This is a pioneering program to bring Twitter sentiment directly into the box office," Cliff Marks, president of NCM, said in a statement. 

NCM has partnered with tech companies like Twitter, Foursquare and Shazam for the past few years, as the movie-media player has steadfastly driven to incorporate digital into the theater experience to attract younger, smartphone-addicted audiences. In fact, as part of today's announcement, Twitter and NCM pointed to a study that found 30 percent of millennials saw a movie based on a social media recommendation in the past six months.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: December 2, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT