Making the fans feel involved is the mission of Twentieth Century Fox’s marketing campaign, which has borrowed the elements that are now standard in the promotion of wildly popular YA-inspired cinema (embracing the book's fans, providing early sneak peeks, hosting cast Q&As) and taken them to an even more social media-obsessed level. As fans, it made us feel really involved." "For us as bloggers, it was amazing because we had content to put up on our blog. "It's never been like this, where the author is tweeting and saying, 'I just cried for the fourth time,'" says Cruz, 21, who reports every tweet, Instagram, press conference video, interview, and any other fleeting mention of the film on the TFIOS fan site that she administers with three friends flung across the globe in Boston, Austria, and Switzerland. ![]() The all-hands-on-mobile-devices operation has involved, among other things: flooding Instagram, Tumblr, and other social media feeds with set photos galvanizing fans to dictate the schedule for a recent publicity tour and giving Green free reign to blast out updates and video clips. Most of these young adult (YA) franchise launches came with enormous efforts to rally their YA bases, but Cruz says she has seen nothing like the PR push for The Fault in Our Stars, the adaptation of John Green's best-selling YA page-turner about two cancer-stricken teens in love, starring Shailene Woodley and Ansel Elgort and opening June 6. ![]() She devoured every photo that leaked online during the production of the Twilight movies, and she was among the hordes at shopping mall hypefests staged prior to the releases of The Hunger Games, The Mortal Instruments: City of Bones, and Divergent. Sarai Cruz, a blogger and University of Florida senior, is a connoisseur of young adult novels and their movie adaptations.
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