The force is with Disney this weekend, and Twitter knows it. The two have teamed up for an outdoor campaign for the hugely anticipated "Star Wars" release "The Last Jedi," which hits theaters Friday.
Giant billboards in Toronto's TEC Towers and New York's Times Square and Bryant Park will reflect the conversation taking place on Twitter in real-time, with live Tweet activation delivered by out-of-home broadcast platform Dive. Screens will rotate between visuals from the film's cast, and tweets from fans around the world.
According to Twitter, since Dec.1, there have been 1.8 million tweets about "The Last Jedi" around the world. No comment as to how many of them mention Jar Jar Binks.