Horror movie ‘requel’ Scream got a temporary custom reaction on Twitter last week, paving the way for new promotional opportunities.
Twitter debuted a new custom response activation in support of the release of the 2022 “Scream” movie released in cinemas last week.
To activate the new Scream animation, users needed to follow the @ScreamMovies Twitter account. From there, each time users reacted with a “Like” on Tweets containing the #ScreamMovie hashtag, they triggered an expanded set of reactions.
The novelty represents a first-of-its-kind ad-hoc personalization of the reaction panel on Twitter, boosting engagement around posts promoting the new film.
Set to be a trendsetting new pop culture sensation, the franchise promotion is digging deep into social media trends to build hype and engage a broad range of younger and older viewers.
Its team dropped several social media activations recently, including custom AR filters on Snapchat, Facebook, and Instagram, in addition to custom “hashflag” characters linked to the #12ScreamsForTheHolidays and #ScreamMovie hashtags – and a dedicated Q&A experience on Messenger, via Movie Mate.
— Scream (@ScreamMovies) December 24, 2021
The new Scream movie is neither a reboot nor a sequel to the 1996 slasher thriller it shares its title with. It is instead a “requel,” meaning a “franchise extension that’s poised, on a kitchen knife blade, between the past and the present, between something jumpy and new and a respect for the legacy characters that gave the original its soul,” as Variety puts it, in its review of the movie.
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