It’s official: Movie marketers can no longer afford to ignore social networking sites. This may strike some as a foregone conclusion (i.e., duh), but those in the industry who are still resisting the all-consuming pull of online vortexes like Facebook and Twitter are doing so at their own peril, according to the new “Moviegoers 2010” report. —KA
The study found that teens and twentysomethings are especially focused on being able to customize entertainment and are quick to share their opinions with others digitally—especially as usage of the Internet, mobile devices and DVRs has become more widespread. An estimated 94% of all moviegoers are now online.
The younger demo is especially key in spreading word of mouth, with 73% of moviegoers surveyed having profiles on social networking sites.
It’s a point that’s been made a number of times as sites like MySpace, Facebook and Twitter have grown in popularity. But the study is one of the few to break down specific age groups and how they consume movies and the marketing messages leading up to their releases.