In a case of the digital snake eating its own tail, the New York Times ran a full-page print advertisement on Saturday that featured a single tweet from its critic, A.O. Scott, flacking the movie “Inside Llewyn Davis.”
It’s not unusual for Hollywood marketers to use positive quotes from reviews in their ads, but this one really is unique and prompted a definite reaction from Scott.
In fact, the ad was an edited version of his original tweet, which mentioned other movies, “The Wolf of Wall Street” and “American Hustle.” And some on Twitter questioned whether it was a violation of Twitter’s ad rules.
No matter, it appeared and, in response to the question of his advance knowledge of it, Scott answered: “Kind of.”
This article originally appeared on Recode.net.