Chat apps such as Line, Kik, Snapchat, We Chat and Viber place marketing messages front and center to people enthusiastic enough to follow stars and brands on them.

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With our powers combined, Zachary and I asked them hard-hitting questions about the big picture ideas, including:** What’s going on in the fifth Ice Age movie, and why is Scrat once again responsible for another massive disaster? We asked all these questions and more, and you can see the answers by watching Zachary and I hit the carpet in the video below: Ice Age: Collision Course collides with theaters on July 22.

** Is it true that Scrat is an enormous diva on set, as Zachary’s “inside sources” have been reporting to Parade throughout the production?

With 21 million people following her on Facebook and 18 million on Twitter, pop singer Ariana Grande can't personally chat with each of her loves, as she affectionately calls her fans.

The creatures of Earth and the firepower of space are set to collide in Ice Age: Collision Course, the fifth movie in the 20th Century Fox and Blue Sky Studios animated franchise…

and on a warm, cloudy summer day in New York City, the stars of the movie were in for a collision course of their own.

On that mid-July occasion, I was joined by contributing editor and all-around fearless reporter Zachary Kaplan (who expertly interviewed Scarlett Johansson and others from the Jungle Book cast, all at the impressive age of 11 years old) to chat with the Ice Age stars at the New York red carpet premiere — or frosty blue carpet, more accurately.Somehow, “frosty blue carpet premiere” just doesn’t have the right ring to it, accuracy notwithstanding.So she and many other stars are spreading their messages through new-style social networks, via mobile apps that are more associated with private, intimate conversation, hoping that marketing in a cozier digital setting adds a breath of warmth and a dash of personality.It's the Internet's equivalent of mailing postcards rather than plastering a billboard. 1 this month on the Billboard 200 sales chart, could have shared on Twitter that her most embarrassing moment on stage was losing a shoe.The 21-year-old instead revealed the tidbit during a half-hour live text chat on Line, a smartphone app built for close friends to exchange instant messages.It's increasingly expensive to advertise on Facebook and Twitter, and the huge volume of information being posted creates uncertainty over what people actually notice.