Warner Bros. is celebrating the release of “The Matrix Resurrections” by spotlighting local tweets about the film on digital billboards.

Warner Bros. is celebrating the release of The Matrix Resurrections by spotlighting local tweets about the film on digital billboards. Following last week’s premiere of The Matrix Resurrections (the first Matrix film in nearly 20 years), Warner Bros. has been working with Dive Networks and Twitter to spotlight tweets from fans on digital billboards in the U.S., Mexico, and Japan. The digital billboards show tweets from fans who live in the market where the billboards are located, and fans are encouraged to tweet #TheMatrixResurrections for a chance to be on a billboard in their city. In the lead up to the film’s release this fall, Warner Bros. teased exclusive footage via an interactive site where fans could choose between the “red” or “blue” pill that determined which teaser clip they were able to watch, and the studio’s digital billboards featuring tweets from fans signals how they’re engaging young fans following the highly anticipated release. (Marketing Dive)