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In any case, the performance is likely to draw attention, since Paramount is weighing a plan in which it would build buzz with extensive screenings of "Tropic Thunder" before its Aug. 15 release, much as 20th Century Fox did in 2006 with "Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan".
Reporter's Notebook: J. Cole, Kanye West build buzz with innovation.
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From HBO's "Boardwalk Empire" and "True Blood" to Bravo's "Queer Eye" and "Real Housewives," entertainment brands, cable networks and multi-platform alike, are defined first and foremost by their signature, long-form hits - ones that reach and build buzz and devotion with a vast audience.
But privately, campaign aides say the ramped-up Internet efforts are intended to build buzz and positive press, with little expectation that they will translate directly into votes.
It started when the bestselling thriller writer Stephen Leather admitted at the Harrogate crime festival to using various names online, and even having conversations with himself, to build buzz about his novels, sparking a huge debate among authors about the ethics of the practice known as "sock puppeting".
Social media and YouTube influencers are comparable in favorability and awareness to many top celebrities — and successful startups are working with them to build buzz around their products.
Using a fashion show to forge relationships with topical names also helps build buzz.
By letting viewers respond with video comments, The CW can help build buzz for upcoming episodes in-between seasons.
Combine this with Facebook and other social and digital channels to build buzz.
In 2006, he spent $150,000 and "peppered journalists with flowers, candy, balloons and blustery phone calls" to build buzz for his wife's Emmy nomination, The Times wrote.
Mr. Schweitzer is not ruling out anything to help build buzz.
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