Hollywood studios may be cooling on Facebook

01/8/2013 | Los Angeles Times (tiered subscription model)

Film marketers are finding that Facebook isn't a surefire tool for box-office results, experts say. Facebook's reach remains attractive to studios, but promoting movies on the social network can be expensive and isn't necessarily more effective than Twitter-, Pinterest- or Tumblr-based marketing. "For people who are actually looking at the research and are looking for return on investment ... the jury's still out," says Jim Gallagher, formerly of Walt Disney Studios.

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