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Movie studios are well known for taking advantage of social media's bells and whistles to build buzz for their new trailers. Now, Twentieth Century Fox is taking it a step further, using real-time GIFs and videos to promote the upcoming horror movie Poltergeist.
Earlier today, Fox released a new trailer for the film on YouTube and Twitter. Now, it's asking fans what they're afraid of, and sending custom replies, stills and clips to people who use the hashtag #WhatAreYouAfraidOf on Instagram and Twitter.