Over the holiday weekend I was one of the millions of movie-goers who patiently waited in line to see “Indiana Jones and the Kingdom of the Crystal Skull. Since I had been eagerly awaiting its release for months, I was all too happy to be consumed by all the pre-release hype… and there seemed to be no shortage of it. For the entire week leading up to its debut it was almost impossible to avoid Indy – reviews, sneak peeks, trailers, banner ads and countless appearances by the stars on every show from Good Morning America to SNL. It was obvious that Paramount was going to exhaust every possible marketing avenue and surprise, social media was no exception.
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