I just read an article about how Movie studios are trying to harness the Twitter effect as Tweet driven word of mouth can quickly erode any momentum that a movie has created going into opening day weekend. I think movie studios need to look at the bigger picture "social media effect" where Twitter is just one piece of the puzzle.
It is refreshing that some studio marketers are moving away from the ,"what is your (insert Twitter, Facebook or MySpace) strategy" but are for the first time asking, "what is your social media strategy?"
Blogs, microblogs, the social nets and search create an ecosystem that any solid online marketing plan needs to take into consideration.
As studios continue to embrace social media marketing strategies, the enthusiast fans will be the winners w/ more behind the scenes looks, more access to the stars in the show, more insight into the amazing effects created and more killer experiences that will arm them to help combat any negative social media buzz. Arm the army. They will fight for you.