Scott Pilgrim

Scott Pilgrim holds new trailer hostage on Facebook

Scott Pilgrim, the new comic-booked inspired Michael Cera film out this summer, has been experimenting with Facebook. The Universal Studios film about an emo guy who has to defeat seven of his love interest’s evil exes has been hotly anticipated. And the films director, Edgar Wright, decided to translate excitement for the film’s release into a fan-building strategy on Facebook.

He essentially turned the latest trailer release into a Groupon bid, requiring 100,000 to like the film’s Facebook page before they could see the new video.

Did the bid reach its tipping point? Yes. Did the strategy grow Scott Pilgrim’s fan base on Facebook? Yes. Was it a good move? That’s less clear.