By analyzing tweets, blog posts and other social media, research firm Fizziology claims it can predict box office numbers more accurately than traditional methods.
Fizziology claims to have predicted the “Twilight” opening at $140 million, which is very close to the actual $138.5 million. The firm is estimating “The Avengers” opening at between $135-$150 million.
Social media provides direct insights into consumer opinions. Twitter, for example, is useful to “turbocharge” both positive or negative word of mouth. The ratio between positive and negative sentiment can indicate the extent in which box office may fall off.
Studios may be discouraged from a wide-release strategy with the growth of microblogging among consumers.
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