Martial arts tale taps tweets to promote, push sales

In an attempt to drum up word of mouth over Labor Day weekend, Lionsgate will sneak its sports drama “Warrior” in nationwide screenings on Sunday at 7 p.m., ahead of the pic’s Sept. 9 U.S. bow.

Lionsgate plans to partner with Twitter to promote the screening, making tickets available for purchase via the social-networking site.

“We are in a fortunate position in that the best promotional tool for this incredible film is the film itself,” said Lionsgate co-COO and motion picture group prexy Joe Drake. People in all demographics “have been enthralled by its blend of triumphant, inspirational sports storytelling with poignant and powerful family drama.”

“Warrior,” which stars Tom Hardy and Joel Edgerton, tells the story of mixed-martial arts fighters who are brothers forced to fight one another. Gavin O’Connor directed, from a script he co-wrote with Anthony Tambakis and Cliff Dorman.

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