Baywatch, a big screen revivial of the 90s show, is on the horizon and the studio is using its star power, Dwayne Johnson and Zac Efron, to generate buzz around the movie in a rather unconventional way.
The pair has utilized its sizeable Twitter audience, a combined 24.5m, to engage in a crude phallic argument around the movie’s poster, underlining the level of comedy and the rivalry the two will share on screen.
The throwaway comments enjoyed sizeable engagement and expanded the footprint of the poster – which includes call to actions such as the movie’s launch date – 29 May.
— Empire Cinemas (@EmpireCinemas) March 20, 2017
Wait @ZacEfron's ball is bigger than mine? He's paying off Paramount marketing team again. I call bullshit. NEW @baywatchmovie trailer WED! https://t.co/mBqPsrp4iU — Dwayne Johnson (@TheRock) March 20, 2017
And Efron hinted that money may have changed hands.
Worth every damn penny. https://t.co/hCY76RxBOI
— Zac Efron (@ZacEfron) March 20, 2017
It comes after Paramount ran weather-triggered billboards to run ads for the movie – only when the sun is shining because who visits the beach in the rain?
Watch the Baywatch Super Bowl slot below.