WOMM drives record opening for indie film "Spring Breakers"

03/18/2013 | Variety.com (free content)

A word-of-mouth-marketing campaign on social media propelled the limited theatrical release of Harmony Korine's film "Spring Breakers" to a record-setting per-screen average of $90,000. Distribution company A24 looked to young online fans of the film's stars Selena Gomez and Vanessa Hudgens to help build a Twitter following and staged a publicity stunt featuring bikini-clad motorcyclists at the South by Southwest Film Festival to spark discussion on social media.

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