The producers of a new film about girls and education made Facebook and Twitter their publicists.
The producers of Girl Rising, a 100-minute film featuring nine stories of heroic girls from around the world, concluded that they would circumvent the traditional route of theater distribution and rely instead on social-media tools—Facebook, Twitter, LinkedIn—to drive their message and build a community.Girl Rising has more than 245,000 fans on Facebook, and the film will open next week. About 500 screenings have been requested nationwide, with more than 32,000 tickets pre-reserved.
“In today’s world if you can get your message out early enough, you can find your super-fan,” says Holly Gordon, executive producer, explaining that the phrase “super-fan” is borrowed from Burger King, designated for people who visit six times a week. Theaters were booked through the site GATHR.us, where anyone can sign up and reserve a movie theater near them with the proviso they get a hundred friends to agree to come. “Sort of like having a party in someone else’s theater,” says Gordon..."