The world’s hunkiest mutant, Hugh Jackman, will be appearing on Twitter this Thursday to please his legion of female fans (myself included).  Jackman will be responding via videos to questions sent to @RealHughJackman or @WolverineMovie in order to promote his latest movie, The Wolverine,  which appears in theaters on July 26.

Jackman’s not alone in his social media promotions. The movie’s director, James Mangold have already used Vine to release a “Tweaser” to excite fans.

Is Twitter the new advertising medium? With a social guru, movies and brands can do self-promotion without paying for ad “space.” There’s no sign of Twitter seeking monetization at this point, but the platform is providing a lot of opportunities for companies.