Social media is ultimate and fastest medium used for communication around the world. It does not limit the communication to few receivers instead of it broadcasts the message to all possible receivers. Consequently in enhances the social media paradigm.
Twitter is one of the leading social networking websites. Where masses can tweet their sentiments, opinions, stances, freely. It gives the freedom of expression. Twitter is also a powerful marketing tool for almost good and services. Similarly, it can make or break the future success of movie even prior to release.
IRON MAN: *blasts villain with beams*
THOR: *swings mighty hammer and creates a storm*
CAPTAIN AMERICA: America! Yeah! Hell yeah!
— pat tobin (@tastefactory) January 29, 2015
Emerson College conducted a study that Twitter post can influence the Box Office Success of movies:
School of Communication at Emerson College conducted a study that the word of mouth of the general public can affect the Box Office Success. The has shown the correlation between Mouth marketing and movie’s success. The hypothesis has been tested on 12000 tweets and 17 movies released in 2016. Only those movies have been selected which was not scheduled on holiday themes.
A random sample 400 hashtags were analyzed per week, the sample selected of four week’s hashtags. They found that the relation between success and failure of the movies is directly linked with the people’s sentiments about movies. The study has also been conducted to find a relation between revenue and movie’s success.
Owen Eagan, from the Department of Communication Studies, said “This study shows more proofs of the effect of word of mouth on movies. Categorically, it confirms our earlier research about the significant correlation between movie buzz and revenue.”
You guys like impressions? I call this one “a guy.” (Turns around, messes up hair) Hello, my favorite movie is Drive. Thank you
— Allegra Ringo (@allegraringo) September 2, 2014
How does Twitter affect Box Office Movie?
As a microblogging platform, Twitter gives power to it’s user to use hashtags on buzz topics about the movies. Well, it not dependent the movie is really a standard movie or not but the user is free to choose of their choice. Twitter users expand their opinion up to one hundred and forty words about the movie of their choice. Twitter serve it real time conversation as real time reviews.
In a study conducted by Nielsen in 2014 suggest that the most movie goer uses social media tools they should also watch as an important tool while planning the marketing campaign of movies.