“Who – a thread movie” is the very first short horror film 100% created from a Twitter thread, i.e., each tweet from the thread was meticulously adapted and turned into images by Squeezie, the biggest influencer in France, who signs his first film as a director. The short film became the most watched video on YouTube in France on Halloween.

In a market as competitive as the entertainment market, streamers are often faced with the war of adaptations. Who will buy the rights to the best franchise? The best book? Who will be the first to adapt the human interest story everybody’s talking about? The problem with this war is that it’s extremely costly. So to communicate without having to rely on their catalogue, Prime Video needs to innovate constantly to seduce their target audience and stand out in conversations on social media.

For the first time ever, Prime Video purchased the rights to what their community are talking about: a Twitter thread. And not just any thread: a horror story! And they chose the biggest French YouTuber, Squeezie, to direct it. Each of the thread’s tweets was then adapted in images to make a short film that was published on YouTube on the night of Halloween. For the first time, the general public was able to consume a Twitter thread in its original format (in the form of text messages) or in video. An innovation in the way people consume a story on social media networks, but also in terms of storytelling.

The objective behind the making of this short film was to create desirability around the Prime Video brand with its young audience (13-24 year olds) who are constantly looking for new formats of entertainment. By adapting the very first Twitter thread into a short film, and especially by choosing to work with Squeezie, the biggest YouTuber in France, Prime Video demonstrates the production quality of its content. Its aim was to position the brand from its audience’s point of view by adapting what gets them talking – Twitter threads. This content is therefore strategically called a “social original”, i.e., Prime Video content that is accessible exclusively on social media and therefore free of charge, not requiring Prime Video membership.

The short film was first of all teased on Twitter: each tweet from the original thread was re-posted by Prime Video tweet after tweet with the corresponding extract.

On the night of Halloween, Squeezie then released the short film in its entirety on his YouTube channel. The short film became the most watched video on the platform on Halloween.

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#1 trending topic on Twitter France

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