The debate on the influence that social media has on lucrative box office results is still very much a hot topic at the moment. Was Twitter responsible for the slide in box office takings with Bruno, or was this simply natural behaviour by audiences that coincided with the negative responses that the film received on the micro blogging platform?
The truth is that in the case of Bruno is that it might not be so easy to tell, so we can only look to other online marketing campaigns to delve deeper and form some kind of comparison.
Take Watchmen for example, Paramount Pictures created video content that created buzz online and attracted over 3,000 Twitter followers pre release.
Caroline Parry explores this argument in her recent article for Screen International, where she questions the point that box office success depends on Twitter chatter.
Interestingly enough, she talks about a new funding trial from the UK Film Council that allows distributors to apply for money early so that they can allow for digital marketing.
I think this is a great initiative and just proves how the digital landscape is advancing at such a rate, that we all have to keep up. Film bods take note, as social media is here to stay and it might not be worth running the risk of falling behind – especially for your box office opening weekend!