Movie Talk

One Direction Builds Buzz for 'This Is Us' With Special Advance Screenings

Movie Talk

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"One Direction: This is Us" (Columbia Pictures)

One Direction, the world's latest favorite boy band, is hitting the big screen this month, and if you act fast you can be the first on your block to see them at your local multiplex.

"One Direction: This Is Us" will be opening in theaters on Friday, August 30, but Sony Pictures is giving especially devoted fans a chance to catch special advance screenings on Tuesday, August 27. How? Simply go to 1DThisIsUs.tugg.com and see if there's been a screening announced in your area.

[Related: 'One Direction: This Is Us' Exclusive Motion Poster]

If a theater in your town (or a town to where your parents are willing to drive you) is showing the movie, you can buy advance tickets through the site. But here's the catch – those screenings will ONLY take place if the theaters sell a certain number of seats in advance. Which means of you want to be sure of seeing the movie on the 27th, your best bet is not only to buy a ticket for yourself, but make sure all your friends and fellow 1D devotees get them, too.

This is a clever marketing move on Sony's part, as it gets One Direction's fans to band together to help spread word about the advance showings and help give "This Is Us" a spectacular pre-release preview. But given the massive global popularity of the British boy band (and the demonstrated demand for live footage of them in action – the concert video "Up All Night: The Live Tour" has already gone five times platinum), Sony shouldn't have too much trouble filling seats for those showings.

If an advance date hasn't been announced for your town yet, don't fret – you can also request one for your town on the tugg.com site, and if enough people ask for a showing in the same area, Sony will add more.

[Related: 15 Biggest Concert Movies of All Time]

While the advance screenings of "One Direction: This Is Us" are likely to be packed with 1D devotees eager to see the group singing and dancing in 3D (it’s just like having Harry Styles in your lap!), the movie may draw some movie buffs new to their music, since Oscar-nominated documentary filmmaker Morgan Spurlock ("Super Size Me," "Mansome") is directing the picture. The movie promises to offer a look at the group's earliest days, their big break on the British version of "The X Factor," and plenty of interview footage with Harry, Liam, Louis, Niall, and Zayn, as well as a concert filmed live at London's O2 Arena.

Of course, Sony has lots more planned for their marketing push for "One Direction: This Is Us." An extended trailer for the movie will be featured at screenings of "The Mortal Instruments: City of Bones" when it opens in theaters August 21. On August 25, Spotify will be hosting an on-line listening party for the "This Is Us" soundtrack. WeVideo is making it possible for fans to edit their own personal One Direction trailers. And if you have the Shazam app, you can take part in a virtual scavenger hunt, with winners having access to previously scenes from the movie. So fans have plenty to keep them occupied if they catch the early-bird show on Aug. 27, or have to wait a whole three days for the official opening.

Watch the 'One Direction: This Is Us" Teaser Trailer:

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