‘Super 8’: Paramount using Twitter to build buzz for opening

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With pre-release surveys indicating that audience interest in ‘Super 8’ is good but not greatjust days before it opens this weekend, Paramount Pictures is working with Twitter to promote sneak previews of the movie Thursday.

The studio is hoping the screenings, in about 250 theaters, will build positive buzz for the picture before it opens nationwide Friday.

Marketing the film, which cost about $50 million to produce, has been a tricky proposition for Paramount, as director J.J. Abrams wanted to hold back much of the plot in order to preserve an element of surprise. A story by Times reporter John Horn outlines the marketing challenges Paramount has faced with ‘Super 8.’

The sneak previews were announced Wednesday on Twitter and the studio is encouraging attendees to use a specific Twitter hashtag that it is sponsoring (#Super8Secret) to discuss the film.

Pre-release surveys indicate that ‘Super 8’ will open at close to $30 million this weekend, a good start given its budget, but Paramount is hoping interest among summer moviegoers will pick up even more to give the picture a greater potential upside.

-- Ben Fritz