"Jobs," the Steve Jobs biopic starring Ashton Kutcher, has become the first movie to debut a 15-second trailer on Instagram.
The innovative new tool for movie marketing follows in the smaller footsteps of Twitter's Vine app, which only allows six-second videos.
Last March, James Mangold posted what he called a "tweaser" for his upcoming superhero movie for 20th Century Fox, "The Wolverine."
The short promo, tailored to the attention span of social media users, features Kutcher toasting to "the crazy ones, the mistfits, the rebels" who are crazy enough to change the world.
Watch the video: