Twitter activates new, custom animation for latest movie ‘Scream’

Twitter has launched the first such animation as part of the promotion of the latest film ‘Scream’, which is showing in cinemas this week, and brings together a mix of actors from the original series and new stars. seeks to connect the franchise with a wide range of fans.

As you can see here, the new Scream animation will display differently in dark and light mode, which is the first for the app. The animation will start when users follow @ScreamMovies like tweets that include the hashtag #ScreamMovie, an expanded set of actions that could help increase engagement around the film.

It’s the latest activation on social media for the film, and the Scream team has also posted a series of AR filters on Snapchat, Facebook and Instagram.

As well as custom ‘hashflag’ characters associated with the hashtags # 12ScreamsForTheHolidays and #ScreamMovie.

And a dedicated question and answer experience on Messenger, via Movie Mate.

Scream on Messenger

With a strong retro atmosphere, the latest film in the ‘Scream’ franchise looks set to be a pop culture sensation, launching all new trends, which could attract a wide range of viewers, both young and old.

And since cinema attendance is still affected by the pandemic, it could be the best way forward to promote film in the current age, working to create hype and exploit trends on social media, as a means of maximizing interest and chatting about releases.

That is why these new activations are interesting to watch, with the Scream PR department investing everything in promotion on social networks, through various applications, how it wants to connect to digital consciousness – ie. where modern consumers are active.

From afar, it will be interesting to see if these social media activations involving more participation and engagement will eventually lead to stronger results for film promotion, as they could highlight the best way to spend on promotional spending if they eventually encourage more people to the cinema as the result.

It is clear that a large part of the film’s promotional budget was invested in these activations. Will this change the balance in future promotional approaches – and will it affect consumer habits and expectations in the future?

Anyway, it’s a new experience on Twitter, which could pave the way for new promotional opportunities in the app.

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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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