Weinstein Co. teases "big secret" to power buzz for Salinger documentary

08/26/2013 | FastCoCreate

The distributors of the upcoming documentary about the life of reclusive author J.D. Salinger are launching a campaign entreating reporters to talk about the film without divulging spoilers. The Weinstein Co.'s campaign is aimed at boosting intrigue around the film, which centers on the "biggest secret" of the author's life. "[A]ll these ideas -- this guy being a recluse, having demons, being mysterious -- are only going to fuel word-of-mouth. They're using social media in a very clever way to market the film," said marketing professor Ira Kalb.

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