Could Twitter Destroy Hollywood's Marketing Magic?

The best point here is that you're seeing the limits of a business model that exploits the delta between the dropping of a stink bomb, and the widespread realization that the bomb, in fact, stinks.

That should be seen as a 100% positive thing for (a) audiences in general (b) theaters who are getting increasingly screwed by short-run films that hand 90% of opening grosses to studios, then tank long before the rev. splits tilt in favor of screen owners and (c) all the highly creative professionals who are competing against their own studio's temptation for fast wins from derivative content.

In short, the Twitter effect is not going to destroy Hollywood. Yes, it threatens the kinds of hack executives who are a general discredit to the business, but let's be clear - this is a GOOD thing for *everybody* else.

Also, that 88% number is absurd. In truth, you have no way of knowing whether or not the Twitter effect is influencing you, unless you habitually ask the source of any personal recommendation where they got their information from, and where, in turn, that source got its information from.

Since the whole point of having trusted friends is *not* having to do this kind of due diligence when making purchase decisions, so in reality very few people can accurately account for the extent of Twitter's influence.

It's not the total Tweets that count. It's the macro message; "Harry Potter Rocks!" or "I hate movie X."

Why? Because either could become a top topic trend. When that happens, it appears as a "most discussed topic" and people click on to see what the fuss is about.

Don't believe me? Ask P. Diddy.

For a few weeks earlier this year there was a negative Tweet campaign against him, because some people felt he was over Tweeting and promoting himself. A few folks even created Twitter personas with names that reflected their disdain for his Twitter practices.

GI Joe had mixed Tweets. A lot of, "I'm excited to see it," met with, "I just saw it and it sucked!" all on Friday morning of the opening weekend.

The film opened with a $54 million domestic box office weekend, well below the $70 million studio forecast. I made note in Ad Age commentary on opening day, things didn't look so good on Twitter for GI Joe.

The film reportedly cost $175 million to produce and 10's of millions more to promote.
It still stands a chance to make money both domestically and internationally. But the studio is not making the money they had anticipated domestically.

All that said, here's where things get a little scary for Hollywood with Twitter, Facebook and social networking in general.

Over 75% of people Tweet from their phone vs. computer. So instant reviews can take place even before walking out of a theater.

If there are enough negative Tweets to make the top 10 topic list, all of sudden, you've got a message that people can read as late as while they're buying their movie tickets, even early on opening day.

We found in a special study we're releasing in a few weeks titled XL Marketing Trends, the most popular (users favorite, not necessarily most used) phone App in use is Facebook.

People who use Twitter also use Facebook. Twitter is just easier for quick messages. But you have to assume, if they are Twitting about a movie, they or some of the people they are Tweeting, are also making posts on Facebook, which has almost six times the users as Twitter.

Once you have a consistent message across both footprints, you have to assume, especially with the Gen Y audience, you're going to feel the negative or positive effects.

Rodney Mason, CMO
Moosylvania
The Great State Of Design
www.moosylvania.com
www.twitter.com/rodmoose
www.twitter.com/moosylvania

Twitter as with all social media does give people the ability to 'search' and see what people are saying. But they can also see reviews in the news etc. But I wouldn't worry about broadcast tweets. Anyone who is a heavy twitter user I am sure reads less than 10% of tweets they receive. The volume is just too much if your following 200 people. I follow 26 people and already have more than I can manage. On Facebook I only see the front page of updates so if it doesn't make the front page I don't see it (just like twitter since I use my laptop not a mobile device).

If you run movies like "District 9", "Bruno" or "Harry Potter" on http://www.tweetfeel.com you'll get a great idea of people's feelings towards these movies.

Whether it's a dodgy album or boring movie, freedom of information is helping the consumer. Hollywood might have to come up with some original ideas to keep making money - wouldn't that be terrible...

Andy McGarry
http://internet-marketing-ireland.ie