As the summer winds down, it's time for the big fall movies--namely Thor: The Dark World and The Hunger Games: Catching Fire--to launch their PR campaigns in earnest, aimed at making sure everyone knows about the film by the time November rolls around and people are starting to make their winter break and holiday plans.
So it's perhaps not surprising that on Labor Day, the unofficial "last day of summer," Marvel Studios announced that a Thor: The Dark World viral campaign will begin tomorrow.
Here's the tweet, from the official @ThorMovies account:
Starting tomorrow your tweets can help #FreeLoki from his Asgardian prison. Stay tuned for more info! #ThorDarkWorld pic.twitter.com/AqSqA5K0zz
— Thor: The Dark World (@ThorMovies) September 2, 2013
What will it do once he's freed? We're guessing a clip from the movie or a special teaser. The character is already pretty well-saturated, so this won't be like when everyone had to tweet #thefirerises to see the first image of Bane. An image of Loki just wouldn't have the same "oomph."
But keep your eyes on that Twitter account tomorrow.