Get used to the “tweaser.”
Two months after Twitter launched Vine as a service that offers six-second video clips, Twentieth Century Fox has become the first major studio to tap into its promotional capabilities, releasing a quick tease for “The Wolverine,” whose first trailer bows online Tuesday on MTV and Apple Trailers.
Since Vine’s videos are meant to be shared across the web, marketers are starting to view it as a perfect opportunity — and cheap method — to hype their wares. In this case, big summer tentpoles.
Fox’s Vine post for “The Wolverine” loops sequences from the trailer, revealing little, but enough to get fanboys lathered up for the actioner that slashes its way into theaters July 26. Same tactic could easily work for other high-profile releases, giving studios a new way to offer up first looks at action sequences or superheroes in motion without giving away too much of the goods.
But Fox’s “tweaser” isn’t just innovative, it’s the latest example of how the studio has managed to figure out new ways to present a trailer for a trailer.
It did so last year for “Prometheus,” when it streamed a 23-second trailer promoting the full trailer for the sci-fi prequel to “Aliens.” It asked viewers to “Prepare to experience … the new trailer …”
Fox isn’t the only distributor turning to Vine to generate buzz.
FilmDistrict recently requested Vine-based reviews from moviegoers who saw its thriller “Olympus Has Fallen.” And Oscilloscope unspooled “It’s a Disaster” in short installments on Vine.
So far Vine is only available as an app through Apple’s App Store, limiting its use. Apple’s software is used on 52% of the mobile devices in the U.S., compared to Android’s 40%. BlackBerry and Windows Phone round out the top five with less than 2%, according to StatCounter Global Stats.
When Vine was launched, co-founder and general manager Dom Hofmann blogged that the service’s short videos are “ little windows into the people, settings, ideas and objects that make up your life. They’re quirky, and we think that’s part of what makes them so special.”
Hollywood certainly does.