×
You will be redirected back to your article in seconds

Twitter Claims It’s Helping to Sell One in 10 Movie Tickets in North America

Twitter has been a boon for Hollywood — if we believe a Twitter-commissioned study by MarketShare on tweets and ticket sales, that is. According to that study, Twitter helped to sell almost one in 10 tickets in North America over the last four years.

The uplift was especially notable for action movies: Twitter contributed to 13 percent of all action movie ticket sales in the U.S., and to 9.6 percent of comedy movie sales. Across North America, it helped to sell 8.9 percent of all movie tickets, according to the study.

This was in part due to Hollywood spending ad dollars on Twitter, but also due to actors, fans and studios tweeting about movies. Twitter tracked more than 165 million movie-related tweets worldwide in 2015 alone.

Of course, it’s no surprise that Twitter would commission and highlight research that aims to show how well its ads are working. To that end, the study also claims that Hollywood studios can get more bang for their buck out of TV ad campaigns if they combine them with Twitter ads.

Across North America, studios see a 16 percent higher return-on-investment for TV ads promoting their movies if they combine them with Twitter ads, according to the study. MarketShare conducted the study based on Twitter and box office data from December 2011 to June 2015.

But while Twitter may be good at helping studios to drive ticket sales, it hasn’t actually proven to be a good platform for any kind of movie merchandise commerce. Twitter started to test a buy button for on-platform commerce in 2014, and rolled out product pages with partners like Disney, Fox and HBO a year ago. However, the exec in charge of that initiative has since left the company, and development of these initiatives has ceased, according to BuzzFeed.

More Digital

  • Alibaba Buys 8% Stake in Chinese

    Alibaba Buys 8% Stake in Chinese Video Platform Bilibili

    Alibaba has purchased an 8% stake in the Chinese online video platform Bilibili, the official Xinhua news agency reported. Bilibili is one of China’s top video streaming and entertainment platforms, with about 92 million monthly active users and 450 million page-views per day. Founded in 2009, it was listed on the NASDAQ last March. Alibaba’s [...]

  • Clevver-Logo

    Hearst Magazines Buys Clevver's Pop-Culture YouTube Channels After Defy's Demise

    Hearst Magazines has snapped up Clevver, a network of female-skewing lifestyle and pop-culture news YouTube channels that had been owned by now-defunct Defy Media. Clevver was left homeless after Defy’s sudden shutdown in November; its principals said at the time they were looking for a new home. Hearst Magazines sees a digital fit with Clevver’s [...]

  • "Brother" -- Episode 201-- Pictured (l-r):

    CBS Interactive's Marc DeBevoise on Streaming Boom, Content Strategy, and Apple

    Not everyone wants or needs to be Netflix to succeed in the streaming space. And not everyone sees Apple’s enigmatic new service as a threat. Even as rival streaming services offer gobs of content, CBS Interactive’s president and COO Marc DeBevoise sees the company’s targeted original programming strategy continuing to attract viewers to its All [...]

  • Rhett-Link-Good-Mythical-Morning

    Rhett & Link's Mythical Entertainment in Talks to Acquire Smosh (EXCLUSIVE)

    Smosh, the YouTube comedy brand left stranded after parent company Defy Media went belly-up, may be about to get a new business partner. Mythical Entertainment, the entertainment company founded by top YouTube comedy duo Rhett & Link, has been in talks about acquiring the Smosh brand, sources told Variety. Multiple potential buyers came forward to [...]

  • Pokemon Go

    Proposed 'Pokémon Go' Lawsuit Settlement May Remove Poké Stops, Gyms

    A proposed settlement in the class action lawsuit against “Pokémon Go” developer Niantic could remove or change a number of Poké Stops and Gyms in the popular augmented reality game. The proposed settlement was filed in a California court on Thursday and applies to anyone in the U.S. who owns or leases property within 100 meters [...]

  • Skyline of Doha at night with

    Qatar's beIN Rallies Support From U.S. Companies Against Pirate Broadcaster beoutQ

    Qatari powerhouse beIN Media Group has rallied support from American sports and entertainment entities, including Discovery and Fox, behind its request that the U.S. government place Saudi Arabia on its watch list of top intellectual property offenders. The Doha-based broadcaster, a state-owned spinoff of Al Jazeera news network, accuses the Saudi government of harboring pirate broadcaster [...]

More From Our Brands

Access exclusive content