FRANKLIN — Bob Hutchins is turning to Facebook, Twitter and other social media outlets to get the word out about old-school journalism.

The owner of Buzzplant, a digital marketing agency that has been in Franklin for 10 years, is in charge of marketing for a new movie, Deadline, starring Steve Talley and Eric Roberts.

The online campaign for the fictional story about investigative newspaper reporters working to uncover the identity of a killer is an expansion of Buzzplant’s previous promotions, which mostly focused on “faith-friendly” films including Mel Gibson’s The Passion of the Christ, The Chronicles of Narnia series and Soul Surfer.

But targeting a message among certain groups who will be excited to see the new movie isn’t much different. For this film, the company is marketing directly to those interested in cold cases, social-justice groups and newspaper fans.

Movie goers are savvier about marketing than in generations past. That’s where social media can play a role in connecting people together and engaging them in the process.

“We as a society are on a whole leaning toward more social discussions and not blatant advertising,” said Hutchins. “Now you’re getting in front of them in the middle of a conversation on a more authentic and transparent basis.”

Hosted by The Tennessean where several key scenes were filmed in the newspaper’s offices in downtown Nashville, the world premiere of Deadline is scheduled for tonight in the Regal Green Hills Stadium 16 at The Mall at Green Hills. The 7 p.m. event benefits Family & Children’s Service.

Shot completely in Tennessee, the movie by Nashville-based Film House includes scenes from Rippavilla Plantation in Spring Hill.

The film opens for a nationwide release April 13.

Hutchins, who teaches a social media class at Belmont University, sees a future where eventually mobile devices and television will merge as one, making it easier for viewers to interact with their favorite shows while tweeting.

“That will lead to an interactive experience in the media we consume. Any event will have to have a social component,” he said.

The co-author of Faith Based Marketing: The Guide to Reaching 140 Million Christian Customers (Wiley, $24.95) with Greg Stielstra, Hutchins is also working on his second book.

In addition, he’s growing Buzzplant to promoting nonprofits such as a recent marketing campaign for the Franklin-based Mercy Children’s Clinic and local businesses. The company is involved with the promotion of Bible study materials as well.