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Movie studios open their ears to online buzz

(Agencies)
Updated: 2009-10-15 08:24

Christine Birch, president of marketing at DreamWorks Studios, said marketers are increasingly taking into account what average moviegoers say online.

"It used to be way back in the stone age of 2004 that the digital person would simply say, 'We've got lots of online buzz,' and you just never knew what that meant," she said.

"And I think there are a lot of tools being developed to add structure and accountability to that discussion."

In a study, media research firm Interpret found 74 percent of Twitter users have seen a movie in the theater in the past six months, compared to 60 percent of the general population.

Movie marketing firm Stradella Road found that 73 percent of moviegoers have profiles on a social networking site.

Mark Ghuneim, founder of tracking firm Trendrr, said "the live Web has now hit a critical mass."

"You can't go into a movie theater without seeing the wonderful glow of a cell phone or a Blackberry," he said.

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