The Twitter Effect: Social Media Usage as a Contributor to Movie Success

This paper examines whether an online social media presence affects box office revenues in both domestic and foreign markets using a star's Twitter account as a measure of star power. The results suggest that there is a negative social media effect on box office performance in foreign markets, as a Twitter presence decreased revenues by an average of approximately $30 million, Moviegoers seem disinclined to see movies in theaters featuring female stars that are active in social media, suggesting that special care should be exercised when selecting female leads. Studios should take into account not just an actresses professional accomplishments, but also their overall presence and popularity as a public figure on social media.