By Michael Sullivan
To keep up these days, a savvy distributor knows it has to utilize social networking tools to tub thump a release. Enter “The Last Exorcism.”
In anticipation of the horror pic’s release, Lionsgate has started running promotions on Chatroulette, the website that randomly connects visitors via webcam to other users from around the world. Lionsgate is using the platform to scare up an audience, featuring a fake user who screams at visitors and plugs the site thelastexorcism.com (in case you don’t run into her yourself, you can see a video of the promotion below).