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"Super 8" Goes For Word of Mouth

"Super 8" Sneaks Today

Paramount has added sneak previews today for JJ Abrams "Super 8" at King of Prussia, Franklin Mills, RiverView, Neshaminy, Hamilton and Cherry Hill.

The sneaks are part of a last-minute campaign to generate word-of-mouth buzz for the entertaining "Super 8," which has been a marketing challenge.

The picture is reportedly tracking to open in the $25 m to $30 m range, below what the "Thors" and "X-Mens" are making these days. Efforts to sell "Super 8" as a throwback to Steven Spielberg movies like "E.T." are apparently failing to engage younger audiences. It would be a shame if studios starting paying a penalty for releasing movies that are halfway original.