NEW YORK (AdAge.com) -- Can the so-called Twitter effect boost a movie's box-office performance faster than any traditional form of word-of-mouth? Not yet, say many top movie marketers and researchers, but the social networking platform's impact on a studio's media mix and campaign management has already taken shape.
Witness Sony Pictures, one of the first studios to create branded Twitter pages for its films, which saw releases such as "District 9," "Julie & Julia" and "The Ugly Truth" open strong and maintain momentum by keeping the branded conversation around each film active and updating the films' followers on the microblogging site with exclusive content in the following weeks. The results? Grosses of $113 million, $90 million and $88 million, respectively, and counting.
Forget Ebert: How Twitter Makes or Breaks Movie Marketing To
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Allen Mathews
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Forget Ebert: How Twitter Makes or Breaks Movie Marketing To
Forget Ebert: How Twitter Makes or Breaks Movie Marketing Today
Hello! I am Allen Mathews. I want to make films.