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Has Twitter's Vine app found its calling with Wolverine trailer?

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The Wolverine hits Vine
The Wolverine hits Vine

The promotional team for the upcoming X-Men spin-off movie The Wolverine has come up with a novel way to push the trailer, through the Twitter-owned Vine video sharing app.

Late on Monday, The official @WolverineMovie Twitter account posted a video mash-up of the official trailer for the film, which lands in UK cinemas on July 26th

Granted, there's no way that the "exclusive Vine trailer" was actually created using the iPhone-only video curation tool, but it certainly makes good use of the unique, six-second, multi-clip format.

By all accounts the teaser trailer, which can be viewed on the Vine site here, is the first time a major movie release has been promoted in this way, although last week a teaser for the new Battlefield 4 video game was also uploaded to the service.

On the surface, it seems like a pretty cool way to get previews in front of more eyes without requiring the user to devote their attention to a full two-minute trailer.

The Wolverine trailer works pretty well for an all-out action movie of this kind, but it would be interesting to see if it could offer the same sort of experience for a romantic comedy, for instance.

In this case, it's just Hugh Jackman pulling scary faces, hurtling towards the ground surrounded by flames, teasing intimacy with a lady and swinging his adamantium claws at anyone/thing who dares approach him, which is exactly what we'd expect from this movie. Job done.

It's also easy to envision the creative possibilities on offer to TV and movie studios through the Vine medium. They could release tantalising teasers for upcoming episodes to encourage more viewers to tune in, while generating Twitter discussion. They could also introduce new characters and even market DVDs and digital downloads using Vine.

The Wolverine trailer could also boost Vine itself, which has struggled to find a true raison d'être since it launched on the iPhone earlier this year.

Earlier on Monday, reports claimed that adoption of the app was slow, even among "highly active" Twitter users, with only 2.3 per cent of those folks using Vine between January 24th and February 24th.

Could the launch of the first ever movie trailer on the platform be a watershed moment for Twitter's new plaything that defines how the app will be used from here-on in?

Via The Verge

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