This article is from the archive of our partner .

In the new movie economy, you can't just promote your new movie by releasing a trailer. This year especially, it's been all about gimmicks and Vine trailers. Not one to miss out, Joseph Gordon-Levitt is getting very gimmicky in a very personal way for his directorial debut. He announced today on his Twitter feed (which already operated in part as a promotional account for his "open collaborative production company") that he's started a new account for Jon Martello, the porn-addicted protagonist of his movie Don Jon, which he also wrote. Taking on a fictional persona is by no means anything new on Twitter, but it will be interesting to see how this works as a promotional tool. So far? Not that well, which doesn't necessarily bode well for the film itself. 

Jon, a Jersey Shore kind of guy, is an against-type character for the manic pixie indie boy turned superhero Gordon-Levitt, and his tweets look like he's frenetically straining in the role. 

Gordon-Levitt is just being too self-referential. He tries to distance himself from the character by calling himself a "pussy ass kid actor" and saying that he was in 30 Rock—when he was in 3rd Rock from the Sun. But that just makes the audience more conscious that Gordon-Levitt himself is playing this for laughs. Are you laughing?

The film, which also stars Scarlett Johansson, premiered at Sundance to mixed reviews. Todd McCarthy of The Hollywood Reporter wrote that "both as a director and actor, Gordon-Levitt is switched on all the time, offering little shading or nuance." The Twitter account indicates that as well. 

Of course, we'll get a better idea of what this movie looks like tomorrow when the trailer comes out. Oh yeah, Jon let that slip. The movie is due out in October

This article is from the archive of our partner The Wire.

We want to hear what you think about this article. Submit a letter to the editor or write to