The first Wednesday tweet designed to promote editor-in-chief: digital Andrew Wallenstein‘s look at the forces behind some recent Hollywood studio exec shuffles was routine:

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But then… Who knows. Maybe the individual manning the trade’s Twitter account became frustrated at the lack of clicks. Or was ordered to get more eyeballs onto Wallenstein’s piece. Or there were drinks involved. Because five hours later, in the spirit of Nikki “I Should Be Running Variety” Finke, there was this:

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