Is Hollywood's love affair with social media paying off?

10/6/2010 | Variety (subscription required)

Hollywood marketers are flocking to social-media sites -- but even they acknowledge that building digital buzz is no guarantee that a movie will turn out to be a box-office blockbuster. A well-run social-media campaign can't turn a turkey into a hit, marketers say, and online chatter doesn't always spur real-world engagement. "You can get this echo-chamber effect, that people are just talking to themselves, and not getting out to other communities," says David Berkowitz, a senior partner at 360i.

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