Sit through the two-minute YouTube trailer for 20th Century Fox's upcoming movie "The Maze Runner," earn 25 points. Post a link to the trailer on Twitter, earn 15 more points. Facebook? Same deal, 15 points.
Five hundred points earns discounts on theater tickets and concessions.
FoxRewards.com, run by a Torrance start-up, aims to encourage movie enthusiasts to deliver oodles of marketing data about themselves to 20th Century Fox Film.
Hollywood studios and theater chains are willing to reward social media users to gain deeper access to what they say and do. They want to identify the most avid fans and get their help in attracting others to theaters — an...