Who needs critics? After canceling press screenings for No Good Deed, Screen Gems earned bad press. Yet the home invasion thriller won the weekend, and media watchers are crediting the distributer's clever use of social media.
Variety reports Screen Gems and Sony made savvy use of its stars, Idris Elba and Taraji P. Henson, asking them to tweet to entice fans to see No Good Deed. It might seem a simple thing, but analysts say this minimal effort made the $13 million thriller a big, and almost instant, hit.