Dive summary:

• Marketers that are pushing summer blockbusters are actively using Vine, Twitter's six-second video mobile app, as part of their strategy. 
• One such firm is Regal Entertainment Group, which will be launching initiatives for Monsters University and World War Z on Vine.
• In addition to running six-second movie trailers, Regal is partnering with brands that have items in the snack bar like Coca-Cola and Red Vine to keep those brands tops of mind for movie-goers. 

From the article: 

"'The limitations of six seconds can actually lift the storytelling,' explained Gabrielle Kessler, accounts manager for Something Massive, which manages social media for Regal. 'You get to home in on those emotionally engaging moments that both marketers and filmmakers are after,' she said. 'We are really encouraged with the engagement the app is producing so far.'”