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Twitter is a powerful tool for sharing news (if you consider llamas on the run news), however, one does not think about the costs behind sending a 140 character message on the social media platform. Variety says in the time leading up to a feature film’s release, a single tweet can add $560 value to the film’s earned funds. For example, when a  studio’s advertising campaign is at an all time high, a consumer’s tweet is worth an average of $713 in box office revenue. The week before a film stops showing in theaters, a tweet about the movie will average $161 in ticket sales.

There is a caveat. How much a tweet generate funds depends on the film’s genre.

Animated films have a better chance at making more money during opening weekend because multiple tickets are being bought, not because of Twitter because children usually don’t have Twitter profiles. Also, when a person expresses the need to see a movie four weeks before it releases, it can generate $4,420 and $1,100 once the film debuts.

Network Insights investigated these financial factors by evaluating 400 movies from 2012 to the present and examined Twitter’s activity around the time each film was released. Network Insights also used 10 different mathematical models to average how much money tweets generate for films. Studies like NI’s give studios the opportunity to evaluate if they are marketing films correctly to their target audiences.

Does social media influence what movies you see?

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