Marketing tricks have become predictable these days. First came the "tweezers" - the already annoying several seconds long "trailer for a trailer premiere" that has become all too common place these days.
More recently there's been the 'director posts a daily picture from the set' gimmick. Two sequels in particular - "The Amazing Spider-Man 2" and "X-Men: Days of Future Past" - have been using it heavily.
Studios love it because it costs nothing, they control the feed of information, and they get online column inches every day about even the most inane pictures posted. Another bonus - it saves them having to fly a lot of media in for expensive set visits.
That said, every now and then one of these Twitter feeds will include a photo interesting enough to write an article about. Today is one of those days as filmmaker Bryan Singer has posted the first picture of Patrick Stewart returning to the role of Professor X in "X-Men: Days of Future Past". He's also sporting some unexpected new threads.
Check out the shot below, along with the photo and a quick video from earlier this week - one featuring Singer in front of a new Cerebro set, the other a fun Magneto-themed clip. Filming on the sequel kicks off today.