In July 2010, Twitter announced its third initiative of the year: @early bird accounts, which users can follow to receive special offers. Walt Disney Pictures has used the service to promote The Sorcerer’s Apprentice by offering twofers (buy one ticket, get another one free). The service could work nicely with so-called real-time or “flash” marketing campaigns in entertainment, fashion, luxury goods, technology, and beauty products. So far, Twitter has over 50,000 @early bird followers and hopes to reach “influentials,” people who shape the purchasing decisions of many others.