Hollywood Finds New Ways to Leverage Social Media to Promote Films

By Rob Scott
February 17, 2012

Hollywood movie promoters are finding success with social media — not just with Twitter and Facebook, but also through sites such as Instagram and We Heart It.
Many executives now receive regular briefings on the social buzz surrounding their films.
“If you have thousands of people talking about your movie, don’t you want to know what they’re saying? The leap people are starting to make is that social media is actually reflective of what audiences think about your movie,” says Ben Carlson, president of research firm Fizzioli.gy.
The Los Angeles Times cites the recent success of a socially-distributed video featuring actor Channing Tatum. “Tatum’s performance wasn’t from a movie, but a ‘Sweet Nothings’ video that marketers for his new film, ‘The Vow,’ posted on Facebook in advance of its opening last weekend. It worked: The romantic tear-jerker blew past expectations to open at No. 1 with $41.2 million in North American ticket sales.”

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