Paramount, Twitter fan campaign pumps word of mouth
After launching ”Super 8” early on Thursday at 324 sneak screenings, Paramount reported the film made approximately $1 million with more than 100,000 participants.Par’s sneaks for ”Super 8” were sponsored by Twitter — a first-ever deal like this for the social-networking site — in an attempt to increase awareness among moviegoers under 25 before the film opened nationwide today at 3,379 locations. Studio described the push as ”a great success by creating a loyal and vocal group of proponents for the film.” ”Super 8” also collected approximately $500,000 in midnight grosses from about 1,200 playdates. Pic’s late-night take is a far cry from recent midnight grossers. (”X-Men: First Class” earned $3.375 million last week from midnight screenings.) But tracking for ”Super 8” had been below most recent box office entries — not to mention the J.J. Abrams-helmed pic is an original property with better awareness among auds over 25. It’s uncertain how well Par’s sneak stunt will affect the film’s debut perf this weekend; ”Super 8” has been one of the biggest box office mysteries so far this summer with opening projections from pre-weekend tracking services ranging from $22 million-$30 million. The film most likely will land somewhere in the middle, though Par hopes word of mouth and mainly positive reviews will propel the pic forward over the coming weeks.
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