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Social Networking Making Friday The Only Day That Counts
Twitter, Facebook have changed what 'word-of-mouth' really means.
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It’s perhaps the most anticipated head-to-head competition in Oscar history.
Kathryn Bigelow’s low-budget indie war film, “The Hurt Locker,” and James Cameron’s 3D mega-blockbuster “Avatar,” both nominated for nine Oscars Tuesday, are going directly against one another for Director and Best Picture, among other categories.
Oh, and of course, Bigelow and Cameron used to be married.
Which film is going to win the big Best Picture prize on March 7?
TheWrap breaks down the competition.
If the world seems to turn faster with each passing month, then don’t be surprised that the weekend box office has now shrunk to a single day: Friday.
The rise of social networking, studio executives say, is driving a near-instantaneous word of mouth effect that is doing much to hyper-charge Hollywood’s multi-million-dollar marketing efforts...or to defeat them a lot faster than usual.
A movie like “Up,” for example, had Disney executives surprised at its opening weekend success, which outstripped projections and brought in $68 million domestically.
Studio tracking did not indicate that the movie would have strong appeal to adults without children, one executive said, but by Saturday exhibitors were noting that that exact demographic was going to the movie.
"It's a new phenomenon and we're really seeing it this summer,” said Dick Cook, the chairman of Walt Disney Studios. “Clearly there's a Twitter effect."
Instant messaging and Facebook has been around for some time, driving a social network effect on word of mouth on movies.
But the burgeoning popularity of Twitter has created an exponential effect on the movement, which one marketing expert -- termed “marketing velocity” -- that can especially hurt a movie that audiences don’t like.
“If you’re tweeting and people are catching that live and they’re out at drinks and were planning on seeing the movie tomorrow -- that hurts,” said Gordon Paddison, a marketing consultant who specializes in technological change.
The speed of Twitter “has a direct effect on marketing velocity changes, which is not something people used to put in the mix,” he continued. “Twitter is real time. It’s like waves cresting on the shore. You need to be mindful of how word of mouth breaks, and as it starts to break, to be able to shape it, respond to it, or take advantage of it.”
The net effect, some studio executives say, is that a marketing spend that used to take a movie through the weekend now only really takes a studio through Friday evening, east coast time.
"If your movie is good, and has fantastic word of mouth, your formulas are obsolete,” said Cook. “If your movie is bad, it's instantaneous. You know it on
Friday."(For those who do not yet know, Twitter is a website that can also be accessed
through handheld devices on which users send out short, pithy messages - "tweets"- to friends who sign up to follow them. Some Twitterers have thousands of "followers.")
Some executives have been mindful of the lightning speed of word of mouth for some time, with moviegoers texting from inside movie theaters to their friends.
“Has the process of word of mouth become greatly accelerated through technology? Yes,” said Marc Shmuger, the chairman of Universal Pictures. “Does the acceleration of word of mouth alter the strategy of how a studio looks at marketing, once the cloak is off the picture? Yes, but we’ve been talking about this for some time.”
Still, the exponential nature of Twitter adds another layer to the marketing mix.
Peter Adee, president of worldwide marketing at Overture, took note of how Twitter was used to organize mass demonstrations in Iran, and saw the correlation to movie word of mouth.
“If a single person can have so many contacts and tell people to go to this place, if you extrapolate that to the movie business, someone may have 1,000 friends, and say, ‘I saw the movie -- don’t bother,’ or ‘I saw the movie -- it’s great,’” he said.
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Crap Says
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t yet know, Twitter is a website that can also be accessed
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Some executives have been mindful of the lightning speed of word of mouth for some time, with moviegoers texting from inside movie theaters to their friends.
“Has the process of word of mouth become greatly accelerated through technology-sikiş izle? Yes,” said Marc Shmuger, the chairman of Universal Pictures. “Does the acceleration of word of mouth alter the strategy of how a studio looks at marketing, once the cloak is off the picture? Yes, but we’ve been talking about this for some time.”
Still, the exponential nature of Twitter adds another layer to the marketing mix.
Peter Adee, president of worldwide marketing at Overture, took note of how Twitter was used to organize mass demonstrations in Iran, and saw the correlation t
Kai Says
Quality over quantity applies to movies as well. A crappy movie will never escape social media because everyone will talk about how bad it is.
People post on Twitter to give reviews. How to make money online requires quality too over quantity.
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Davie Says
Social media is changing the world in ways you couldnt even imagine was possible. Its crazy to think what could be in store for us in the future.
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Joseph Forde Says
Twitter is no different to any other form of marketing. You could market a movie flat out with traditional media such as TV and radio but unless the move is good then it is worthless. Its the old saying - its a lot easier to market a good product than a bad one.
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Robert Stevenson Says
Well, that, of course is true. Release a bad movie......don't expect to see too much profit. In the early days, however, the management still was able to generate some profit because people didn't believe their friends when they were told how lousy the movie was. But now, when you see 1000s of people saying the same thing about the movie, I doubt you'll wanna go and watch!
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John Says
People have been trying to use Twitter for all sorts of things. Many view it as just another of the many ways to make money on the Internet. Marketing through Twitter has become a real factor.
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This shows the power of marketing if "movie days" have been narrowed down to one day ! It also shows how little our opinions and thoughts actually count because the "big wigs" and folks with deep pockets just manipulate the out comes of just about everything now-a-days... Ok... That was a bitter thought...
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John Says
Social networking / bookmarking tools are a bit over rated. All days of the week are important for the movie business as well as all other businesses - especially the mmorpg business.
terry Says
Some executives have been mindful of the lightning speed of word of mouth for some time, with moviegoers texting from inside movie theaters to their friends.games
Alan Says
Twitter has been hot these days. Seem like it can use for promotion purpose on anything. The marketers and bloggers have used it to make money online and the politicians use it for their campaign.
josh Says
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josh Says
Great increase vertical
Sibbie Says
Nah, it wasn't twitter, Cohen just made the gays cranky.
You can say whatever you want about, say, rednecks in a movie and they'll just shrug and get on with their lives. But upset the gays and they'll demand your lynching.
Scott Says
I think Sacha is the king of making OK movies but making sure that the whole world knows about them. As they say perception is reality and Sacha is the king of perception.
The Bruno movie would have made its millions either way, before anyone worked out that it was actually an ordinary movie purely because of the whirlwind promotion. Sacha will be counting the money while heads are still spinning!
Half his luck I think...
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Duh Dough Says
Twitter is for twits. I like to stand outside the kino and watch to see if people barf on the sidewalk to know if a movie is bad.
Stuart Hannig Says
I saw it and I think its racist and sexist and degrading to gays. Me and my bf saw it and I was offended at how words like fag were used by cohen.
FilmBuff Says
“If your movie is bad, it's instantaneous. You know it on Friday."
Believe me, the studio execs know a movie is bad long before it opens.
Ivan Says
Bzzt! Wrong. My gf and I saw up because we knew it would be a good movie that had adult humor in it as well as some ageless fun.
Had nothing to do with Twitter.
Matt Says
Just make good movie and make sure people know about them ... it is that simple.
Arthur Marblestone Says
While there is no doubt that social media is making word of mouth much more instantaneous, the examples in this article are somewhat faulty.
If "The Hangover" audiences Friday night are tweeting how great the film is, why was Saturday's gross lower than Friday's? "Land of the Lost " had a stink going into opening weekend-social media or not. Also to say that audiences do not like "Transformers 2" is silly. Young teens and pre-teens obviously love it.