This article originally appeared onDen of Geek UK.
To an extent, this is nothing new.
In fact, its often written into the contracts of talent that they need to undertake a press tour.
I distinctly remember when that doesnt happen, too.
Yet whats different now is how much earlier in particular the acting and directorial talent come into the process.
Now, though, the two processes are interwoven.
Then Chris Pratt posted an image from the set.
It works, too.
Studios are more than happy to harness this.
In fact, if anything, they seem to be encouraging it.
This, an insider explained to us, is a social roadblock.
Every one of those images that he uploaded became a news story somewhere.
The studio, the magazine and the film all win there.
Only occasionally does all of this backfire.
When was the last major movie trailer that didnt come with a hashtag somewhere?
Its hard to argue with those.
At the time of penning this article, Paramounts Facebook page has nearly 8.8 million likes.
In terms of getting a message out, thats a powerful tool.
However, Vin Diesel has nearly 100 million.
And that is very much the way it works.
Where, though, is the balance of power here?
Does the studio control the message, then?
Theres nothing radical or untoward about the thinking here.
They dont pay as much up front and they want the promotional work to start a lot earlier.
Every sign suggests its working thus far.
Be sure that someone will Tweet about it.
