Case Study: Paranormal Activity takes over Twitter

Social media has gotten a lot of credit in the last year for the success and failure of films at the box office. In the case of the Paramount film Paranormal Activity, an active approach to social media was due to circumstance: the film had no marketing budget.

But by leveraging audience reaction to the film (and quiet periods on Twitter), Paramount was able to drum up more excitement for the film than would likely have been possible in a pre-social media world.