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An HBO documentary that's critical of the Church of Scientology—Going Clear: Scientology and the Prison of Belief—had Twitter buzzing last night. The terms "Going Clear" and "Scientology" were both national trending topics during the two-hour program, which included interviews from former members who claimed the church was fraudulent and abusive.
While Scientologist leaders refused documentarian Alex Gibney's interview requests, their marketers attempted to voice their story on Twitter, buying Promoted Tweets for the aforementioned trending terms.