Hollywood, Sports Teams Mobilize to Counter the Twitter Effect
Given the enormous potential Twitter users have to affect public opinion, it was inevitable that various media businesses would start to exploit — and even push back against — the microblogging phenomenon. Movie studios are racing to influence the instant pans or praise of films on Twitter and other social networking sites, which Hollywood suits believe can sway opening-weekend attendance, sometimes dramatically. They are inviting Twittering movie fans to pre-screenings or to interface with official web site trailers. Tinsel Town is trying to manipulate the inevitable flood of social networking banter about films in their favor. Of course, it doesn’t always work: Films like Bruno and G.I. Joe saw ticket sales collapse during their opening weekends, which some in Hollywood…
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