To tie into the universe of the short film and play with the underlying theme a bit, I think a fun way to approach the marketing of the film is to have the account be very interactive with big name movie/media distributors to mimic someone who is obsessed with social media. One of the three characters in my film is obsessed with social media and I could run with that element by almost making this twitter account a nod to that character.
To be more specific, I might try to retweet and tweet to big name studios with hot movies or tv shows out right now like "The Last of Us" official twitter. Every now and then I would post behind the scenes for the film as well as little promos for it, but the meat of the marketing will be done through this method.
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