June 22, 2015 Does Twitter Undermine Studios’ Strategy for Making Money on Bad Movies?Although consumers’ positive Twitter reviews on movies’ opening weekends outnumber negative Twitter reviews 8 to 1, it’s the negatives that have the real impact, says a team led by Thorsten Hennig-Thurau of the University of Muenster in Germany. Bad movies are hurt by negative tweets, but good movies don’t benefit much from positive tweets. Because of this impact, major studios can no longer safely assume that bad blockbuster movies, propelled by ads and media buzz, will make money on their opening weekends, the researchers say. |
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