Twitter also has an influence on film careers.

Of course It does ! If a hundred spectators give their opinion on a film as soon as they leave the cinema, their followers will take this point of view into account and then relay it. For if viewers sometimes follow the opinions of film critics, they rarely disregard the opinions of their friends or acquaintances. And this is even more true for teenagers who are used to announcing their actions by text.

So Twitter can have a positive or negative effect on the destiny of a film and makes executives nervous... All have in mind the catastrophic destiny of Brüno, the last film by Sacha Baron Cohen. Between Friday and Saturday night of her weekend release, movie entries dropped 39% as negative tweets invaded the web.

Professionals are aware of this and are starting to develop "Twitter strategy".

That’s what the Weinstein brothers did for the release of Inglourious Basterds. The producers organized a contest via Twitter whose goal was to attend a preview screening of Tarantino’s film at the Comic-Con in San Diego. What better way to fill a room with viewers who are predisposed to love your film to launch word of mouth? But the Weinsteins did not stop there and also organized the first red carpet review via Twitter during the movie premiere. As a result, phrases like "still a classic signed Tarantino" retweeted hundreds of times. " People want real-time news, says Stephen Bruno, marketing director of The Weinstein Co. With Twitter, a studio can communicate to the first person without going through bloggers or the press."

For the film industry, Twitter is the new territory to conquer. On the line of sight: the super twitters, those who have more than three hundred followers. Men and women of influence, they are courted by studios to animate communities of Internet users and thus direct their choices.

Lénaïc