Documentary makers build online community to drive release

03/3/2013 | Daily Beast, The

The producers of the documentary film "Girl Rising" eschewed costly traditional promotion and distribution methods and turned instead to social media to build buzz. Their social efforts garnered 245,000 fans on Facebook and led to 22,000 reserved tickets. The film will show in 850 theaters next week, many booked through the website Gathr.com with a tool that allows users to book a theater if a certain number of friends also agree to purchase tickets.

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