Last weekend Paranormal Activity 3 broke box office records when they closed the largest grossing weekend of all time for horror movies, and the biggest October opening ever, at a whopping $54 million. How did they do it? It looks like social media, and more specifically Twitter, played an important role in building major buzz that led to this horror flick’s record-breaking weekend.
Social entertainment guide SocialGuide provided some interesting stats that indicate that the buzz surrounding Paranormal Activity 3 facilitated the film’s major box office success. They reached out to let me know that the film was more buzzed about in the first weekend than any other movie has been since SocialGuide Movies started tracking film back in May. As of the writing of this article, if you check out SocialGuide’s movie rankings you’ll see that Paranormal Activity 3 is topping the charts, accounting for a whopping 73 percent of the movie buzz on social networks, with over 287,000 people buzzing. That’s major, especially taking into consideration that the second most buzzed about film, Reel Steel, currently accounts for only 4 percent of the buzz.
So how did they do it? SocialGuide CEO Sean Casey points to the film’s unique #tweetyourscream #hashtag campaign. The Twitter hashtag was built into all of the film’s promotions, from billboards to trailers and TV spots and the film’s Twitter account can be found at @TweetYourScream. Wired.com reported that the studio behind Paranormal Activity 3 also determined which cities the film would premiere in based upon how many tweets they got from each city. Talk about a great way to build buzz!
Casey says, “The comments and unique commenters for PA3 are extremely high, which shows moviegoers are socially engaged with the movie and its marketing.” Of course, Paranormal Activity has a history of achieving great success via social media. The original low budget film made it’s success on social media buzz and with each new release they seem to see more and more success.
What’s your take on the success of Paranormal Activity 3? Have you seen people buzzing about it on Twitter and other social media sites? How much do you think this buzz had to do with the film’s success in the box office? We’d love to hear your thoughts in the comments below.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.