Is Lionsgate trying to protect its upcoming film, “Killers,” from what it thinks will be bad reviews?
The studio announced it will only pre-sceen the film to press on the day of its release, June 4th, an uncommon move for a mass-market film. Instead, Lionsgate would rather have everyday folk post their own thoughts on the firm via social media.
“We want to capitalize on the revolution in social media by letting audiences and critics define this film concurrently,” Lionsgate said in a statement.
The statement continued:
In today’s socially connected marketplace, we all have the ability to share feedback instantly around the world. In keeping with this spirit, Lionsgate and the filmmakers want to give the opportunity to moviegoing audiences and critics alike to see “Killers” simultaneously, and share their thoughts in the medium of their choosing. We felt that this sense of immediacy could be a real asset in the marketing of “Killers.”