The Devil Inside Opens Huge Due to Social Media

Despite being panned by both the public and critics The Devil Inside has achieved one of the biggest January openings in history. This article from the LA Times blog attributes the success due to the clever social media marketing campaign put into work by Paramount. The article explains the changing relationships between studios and filmmakers as studios seek to create successful films and franchises with minimal risk.
Read the article here to see the type of strategies used by Paramount.