10/5/2009

Social media is playing an increasingly larger role in movie studios' box office strategies, with marketing campaigns aimed at social-media users, Andrew Hampp writes. While negative Twitter buzz was blamed for helping sink films such as "Bruno" earlier this year, studios such as Sony Pictures have embraced the technology to launch targeted campaigns for individual films. Experts caution, however, that studios have yet to find a reliable way to measure social-media buzz or calculate its effect.

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