Typically a platform used to promote the release of new films – via social media marketing campaigns – film studio Lionsgate are using Facebook as an outlet to release latest film, Abduction, according to an article published by the Financial Times.

Users of the social networking site will be able to rent the film for a 48-hour period.

Whilst movie studios have previously made films available via Facebook, the Taylor Lautner headed thriller is the first to be made accessible on launch.

Upon viewing, users will be able to write and post notes during the film which will be visible to friends should they watch.

Dean Alms, vice president of marketing at Milyoni, the company responsible for creating social software for movie studios, stated that studios that released films via Facebook in the past had seen their fan page fan base increase by between 20 and 30 per cent.

Speaking about Lionsgate’s move, he said: “Movie studio are going from awareness to adoption. We’re seeing more and newer social applications.”

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