Online marketing drives summer movie buzz

05/18/2014 | Variety

Online word-of-mouth marketing is driving buzz around this summer's blockbusters. "Godzilla," in particular, has seen extensive social marketing, with its own YouTube channel and multiple hashtag campaigns. Movie promoters even asked YouTube celebrities to promote "Godzilla"-related videos, such as makeup tutorials, one of which has received 1.3 million views. WOMM is also being used to promote "Captain America: The Winter Soldier" and "The Amazing Spider-Man 2."

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