Collecting revenue data on 25 Hollywood and local movies released in Japan, including Avatar, The Da Vinci Code, Crows Zero and Always: Sunset on Third Street 3, the study compared it with advertising spending and online activity on social networks and blogs.
“We found a direct correlation between the number of social media postings about a movie on a given day, and the number of people who intended to purchase tickets,” Professor Ishii from the Department of Applied Mathematics and Physics at Tottori University told The Hollywood Reporter.
“However, there was no direct relationship between the advertising spending and the purchasing intention. The timing of the advertising campaign is important though, with two weeks to ten days before opening being the optimum time,” explained the professor.
THR, 18 June 2012