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The breathless social buzz leading up to the launch of the latest Star Wars movie on Friday needed a marketing stunt to match. So, Disney teamed up with Twitter to plaster fan tweets across giant billboards in real time.
From 10 a.m. to 10 p.m. on Dec. 15, the 90-foot digital screens at Toronto Eaton Center in Canada flashed promo images features featuring characters from The Last Jedi, along with real-time messages pulled from the social media site.
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