Paramount Pictures and Facebook have tied up for the promotion of one of their products. The new movie of Paramount Pictures has its story based on Toby Young’s autobiographical book in which a young, promising journalist goes out of London and works for one of New York’s prestigious magazines. But the character fails at making friends and loses respect at work due to his pranks and bad manners.

Facebook has come out with a new ‘anti-social networking’ application, accompanying the movie, “How to Lose Friends and Alienate People” that lets users insult their contacts so that they can lose them later on. There are features such as ‘doodle on a friend’, ‘insult a friend’ and ‘deface their profile photographs’. There is also the option of letting them know that the user is thinking about removing them, using the application ‘People You May Know (But Don’t Really Like)’.

PPC Interactive developed the application, on the film-makers’ behalf. It has been installed, by approximately 3000 members on Facebook.

Head of PPC Interactive, Dan Light, said, “Paramount Pictures International wanted to integrate Facebook into the ‘How to Lose Friends’ publicity campaign, but were conscious to do more than simply advertise the movie.”