• by David Goetzl , June 8, 2011

Looking to use Twitter as a tool to spark (hopefully positive) conversation, Paramount said it will use the social-networking hub as a way to offer access to advance showings of new film "Super 8."

The companies have developed a hashtag that will allow Twitter users to buy tickets to the pre-shows taking place on Thursday, a day before the wide opening of the film from J.J. Abrams and Steven Spielberg.

Paramount will also use the hashtag as part of Twitter's fledgling "Promoted Trends" paid-advertising initiative, which is a spinoff of its "Promoted Tweets." It allows a promotion to move to the top of the trending topics, although it carries a "promoted" designation.

The preview promotion will be available on about 300 screens.

Paramount and Twitter worked together in March on a "Super 8" promotion, offering an exclusive trailer premiere.

Twitter has a strong "capability of spreading buzz in real-time, as well as fostering communal conversations that encapsulate large audiences in a matter of seconds," stated Amy Powell, a Paramount digital marketing executive.

For Twitter, drumming up business with film studios would seem a natural fit as it slowly moves into advertising opportunities.

"Twitter is how we hear about new movies and share our tiny reviews before the credits finish rolling," stated Biz Stone, Twitter co-founder.