by Susana Polo | 12:37 pm, June 18th, 2012
It’s commonly understood that a movie, or any product really, can sink or swim based on advertising. Too little, too much, not in the right places, or the right times, or just a ads that are misleading or poorly thought out can be pointed to afterward as evidence of Where It All Went Wrong. But a study led by Akira Ishii on the release of twenty five different movies to theaters in Japan seems to say that while advertising can help, the only direct indicator of a movie’s success isn’t how much money is spent on advertising, or even how well the campaign is pulled off.
It’s the online social media buzz surrounding the movie.READ MORE