17 February 2017 5:00 AM, PST | Variety - Film News | See recent Variety - Film News news »

While one of 20th Century Fox’s marketing stunts for “A Cure for Wellness” — involving fake news stories planted across the web — blew up in its face, the studio also spread fiction of a more traditional sort across Facebook to promote the movie.

The studio worked with fan-fiction site Wattpad to enlist writers to craft stories inspired by the thriller, about a mysterious wellness center in the Swiss Alps. Unlike with the fake-news campaign, for which Fox apologized on Thursday, the Wattpad promos are clearly labeled as a “Cure for Wellness” tie-in.

Using Facebook’s Instant Articles feature, Wattpad earlier this month pushed the first chapter of “Pure” by Sandra Grayson (known as @SheHopes on the site) to the social network’s users to read for free in paid and organic promotions.

Grayson’s story, about a divorcee who seeks therapy at what turns out to be an ominous treatment facility, »


- Todd Spangler

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