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.
us says:
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April 16, 2010 @ 4:51 am