Survey Finds Twitter Influences Moviegoer Habits
By Marc Graser for Variety
There’s a reason there’s so much chatter from Hollywood about Twitter: it sells tickets.
According to a new study by Nielsen, 87% of Twitter users said their most recent decision to see a film in the theater was influenced by tweets.
Twitter users are also a captive audience for movie-related information, with an estimated 65% of Twitter users saying they follow a film-related account, which includes specific titles, theaters and actors.
And 88% of Twitter users take action after seeing a tweet about a film, either through watching the trailer (44%), tweeting or retweeting about the film (41%) or chatting about the pic or searching for showtimes and tickets.
The Nielson study was conducted through exit polls of U.S. moviegoers age 13 and over who had seen one of the four big summer films on opening weekend.
Results suggested that studios start reconsidering their current marketing practices (that rely heavily on promotional pushes a month before their release), considering 30% of Twitter users want information about a film a few months before their release; 20% want it a month before the launch.
Not surprisingly, given the purpose of the Twitter platform, its users are a vocal bunch.
Around 58% of Twitter users share their thoughts on a film online after they leave the theater; 56% planned to do it via Twitter.
They’re more tech savvy, with 62% going online or turning to mobile apps to find out about upcoming movies. Around 45% of Twitter users had seen an ad, promotion or Tweet about the last film they watched at the multiplex (higher than the 25% among non-Twitter users).
And they rely on outside voices.
An estimated 47% are most influenced by recommendations by friends or family on Twitter.
So what should studios offer potential moviegoers via Twitter?
More trailers were the top choice at 32%, followed by tweets from a movie’s cast (31%) and behind-the-scenes videos and photos (27%).