Social media has made it possible for fans and critics alike to have access to vast reach that may make or break a new film before it ever even hits the box office. Many believe that we have merely scratched the surface in understanding how social media affects the film industry but one thing is clear: social media is here to stay.

Neurostar conducted a study on more than 70 U.S. analyzing different marketing channels (TV, online, display, online video, paid Facebook ads…) which represented $1.8 billion in total marketing spend. “The results showed that digital media drove 46% of movie box office revenue, despite making up just 14% of studio marketing budgets, while TV accounted for 82% of marketing budgets and was responsible for driving just 42% of media-driven box office revenue” (Malnar, K., 2020).