As fewer millennials watch TV, industry execs are “swiping right” on dating apps for anything from Melissa McCarthy’s “Spy” to Mariah Carey’s “Infinity”

Hollywood professionals are flirting by having a brand new, committed marketing theory: choosing popular dating apps to promote their latest jobs.

Earlier in the day this thirty days, Twentieth Century Fox connected with Tinder to promote the comedy “Spy,” starring Melissa McCarthy and Jude Law, which starts later on this week. As opposed to a date, users had been offered the possiblity to “swipe right” (Tinder-speak for you’re interested) at no cost seats to unique tests for the film round the nation.

“It completely offered out in almost every market,” Fox Studios president of advertising Marc Weinstock told TheWrap. Continue reading →