"Has everything speeded up? The answer is yes," said Adam Fogelson, Universal's president of marketing and distribution. "Depending on how big your opening day audience is, word-of-mouth starts playing a factor immediately," he said.
Film marketers look at weekly declines in ticket sales to judge fan buzz. In recent years those "drops" have widened significantly as communication has speeded up thanks to the Internet and more recently social networking services like Twitter and Facebook.
Taking a look specifically at Sacha Baron Cohen's Bruno, Reuters reported:
Media reports speculated that Bruno suffered from the "Twitter effect," meaning audiences reacted quickly online to raunchy scenes of sex and nudity, scaring people away.