Twitter Drives 18% of UK Cinema Ticket Sales, Earns 5x Ad Spend at Box Office, Says Study

By Shea Bennett Comment

 

A new study commissioned by Twitter in association with marketing analytics software provider @MarketShareCo has shed some light on the growing correlation between Twitter and cinema ticket sales (and movies in general) in the United Kingdom.

The money stat: Twitter claims to have directly contributed to 18 percent of UK cinema ticket sales over a three-year period.

Twitter Drives 18% of UK Cinema Ticket Sales, Earns 5x Ad Spend at Box Office, Says Study

Twitter works at every stage of the movie lifecycle, too – from production and launch buzz through to the opening weekend and home entertainment.

Twitter Drives 18% of UK Cinema Ticket Sales, Earns 5x Ad Spend at Box Office, Says Study

Indeed, 46 percent of respondents to the survey said that they had watched a trailer for a movie on Twitter.

Twitter Drives 18% of UK Cinema Ticket Sales, Earns 5x Ad Spend at Box Office, Says Study

And three in five said Twitter directly influenced their decision to see a film.

Twitter Drives 18% of UK Cinema Ticket Sales, Earns 5x Ad Spend at Box Office, Says Study

When it comes to home viewing, Twitter has observed an 81 percent increase in conversation on the day of a DVD movie release.

Twitter Drives 18% of UK Cinema Ticket Sales, Earns 5x Ad Spend at Box Office, Says Study

Overall, for every £1 invested in Twitter Ads, £5.88 was generated in box office sales.

Twitter Drives 18% of UK Cinema Ticket Sales, Earns 5x Ad Spend at Box Office, Says Study

“For film marketers, the key message from this study is the huge amount of box office value to be won in taking notice of the conversation on Twitter, which can ultimately help boost cinema ticket sales,” says Olesya Moosman, head of UK research at Twitter.

It would be nice to see some wholly independent research done on Twitter’s relationship with movies but if the numbers are at all close, this could be cash-in opportunity Twitter needs, especially with its short video functionality launching soon.

(Source: Twitter.)Twitter Drives 18% of UK Cinema Ticket Sales, Earns 5x Ad Spend at Box Office, Says Study

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