Headshot of David Cohen

Some Fantastic Beasts took over billboards in New York, Toronto and Tokyo, with an assist from Twitter.

Legendary author J.K. Rowling debuted the trailer for upcoming feature film Fantastic Beasts: The Crimes of Grindelwald on NBC’s Today Tuesday morning.

Shortly thereafter, the trailer was exclusively available on Twitter, complete with a special cast introduction, and a “waterfall stream” of real-time reaction tweets appeared alongside the trailer on billboards in Times Square and near Penn Station in New York, in Toronto’s Yonge-Dundas Square and in Shibuya Crossing in Tokyo.

The movie will hit theaters Nov. 16.

Photos by JonCarmichael.com, @photographerjon.

David Cohen is editor of Adweek's Social Pro Daily.