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Marketers pushing summer blockbusters are aggressively seeding Vine, Twitter’s nascent mobile app for six-second videos, into their social media fieldwork.
For instance, Regal Entertainment Group this week plans to promote Monsters University and World War Z (each opening Friday) with Vine, which, according to Twitter, has been downloaded by 13 million iPhone owners (it became available to Android users only a few weeks ago). The 572-location cinema chain will launch a similar initiative to support next week’s White House Down premiere.