promoters are falling for social media in a big way, using not just Twitter and Facebook but also sites such as Instagram and We Heart It to drum up buzz. Many executives now receive regular briefings on the social buzz surrounding their films, says Ben Carlson of research firm Fizziolo.gy. "If you have thousands of people talking about your movie, don't you want to know what they're saying? The leap people are starting to make is that social media is actually reflective of what audiences think about your movie," Carlson says. Los Angeles Times
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