In order to not be irrelevant, [movie marketers] have had to bend towards being more consumer-centric. That's what's happening with the stuff you see this summer.
The marketing for the Beetlejuice sequel has gone beyond the traditional promotional cycles to include internet culture ahead of the release.
A new promotional edition of the hot wings interview show Hot Ones, dubbed Not Ones, featured Keaton interviewing himself in character.
The Instagram post for the Not Ones interview garnered an engagement rate of 6.9%, which is 12 times greater than the industry average for media accounts.
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