A recent study by marketing analytics software provider MarketShare shows that Twitter contributed to 18% of UK film ticket sales over a three-year period.
The marketing mix modeling takes into account a combination of organic tweets sent by film fans and paid tweets by film studios and distributors. Still, the majority of sales (13%) attributed to Twitter came organically from fans rather than through paid means.
Additional findings from the MarketShare research:
– TV ads for new film releases produced 8% more ticket sales if the movie was advertised on both TV and Twitter versus TV alone.
– Twitter contributed to 18% of UK cinema ticket sales over the period studied.
– Tweets from film Twitter accounts—like @StarWarsUK and @HungerGamesUK — contributed 2% to box office sales.
– For every £1 invested in Twitter Ads, £5.88 was generated in box office ticket sales.
Recent research continues to show that Twitter is an extremely effective marketing channel for TV and film studios prior to show and movie premieres – and the results are good news for Twitter as it continues to grow its brand business. Just last week, Nielsen released a study showing that the volume of Twitter activity ahead of 2014 fall TV premiere season could be used as a good predictor for the show’s success. Measuring activity in the six weeks prior to a show’s premiere up to two weeks before a show’s premiere – the conclusion was that marketing dollars could be shifted to promoting the show on Twitter in the two weeks leading up to the premiere (and, following through on this, that a premiere audience could likely be boosted).
The water cooler was once a place around which people gathered to discuss TV and film the next day; Twitter as the digital water is showing – empirically – that not only is the place around which people gather to discuss TV and film the day of, but also the days and weeks before.
Watch the first teaser for Star Wars: #TheForceAwakens, in cinemas everywhere 18 December, 2015 https://t.co/gJXxzZ3aBu
— Star Wars UK (@StarWarsUK) November 28, 2014