By Sahil Patel
Lexus International and The Weinstein Company are ready to premiere their latest original short films — “Market Hours” and “Operation Barn Owl.” But those who follow Lexus International’s official Twitter account will be able to watch both films a day early, thanks to a partnership between the two companies and the social network.
“Market Hours” and “Operation Barn Owl” were created as part of Lexus International and The Weinstein Company’s Lexus Short Films program, which finds talented emerging filmmakers to create original shorts based on the theme that “life is amazing.”
Both films will be available on Lexus International’s website on October 27.
They will also be accessible via Lexus International’s Twitter account, which will be locked for a period of 24 hours on October 26. Those following the account will receive an early-access private link to watch the movies. The auto brand has already started teasing this “Silver Screen Access” campaign online.
The agency for the campaign is Saatchi & Saatchi Fallon Tokyo.
While not widely seen as a video platform, it will be interesting to see how brands and media companies experiment with distribution on the social network. Twitter recently began testing a native video product, which suggests its ready to be more than a gateway to content on other platforms.