Unlike The Interview, most movies don’t have cyber-threats and worldwide outrage to increase public interest.
For that reason (in addition to general shifts in the market), more major studios are turning to a newfound PR tool to raise awareness of their coming titles: social media influencers.
Above, for example, is a promo for the Disney film Big Hero 6 – which opens today in Italy — sent from Italian fashionista Veronica Ferraro to her 158,000 followers on Instagram and her 25,000 followers on Twitter. Her blog The Fashion Fruit has nearly two million likes on Facebook; that’s a lot of influence.
For more on that, we asked three experts for their takes on the influencers-promoting-movies trend.