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« Social Media Has Given Audiences Ownership of Their Entertainment | Main | 6 Trends Shaking up Media and Entertainment »

A Brüno Case Study: The 2009 Audience uprising!

Lara Hoefs, June 5, 2013

Part 2 – The Social Media Revolution
How did Brüno go from being the #1 movie in America to #3 in less than 24 hours?

Many people have tried to explain why Brüno crashed on its opening weekend. Some have blamed the filmmaker and others the marketing campaign. But Universal did their best with a bad movie on their hands. The most important factor effecting the unprecedented decline in ticket sales from that Friday to Saturday night, was the unaccounted for rise of social media. Let’s take a look back at what was occurring in the sociocultural landscape at the time Brüno was releasing.

The Social Media Revolution

Back in late 2008/early 2009, while Universal was planning the marketing campaign for Brüno, Facebook and Twitter were exploding and revolutionizing the global social and cultural fabric (the “Year of the Social Network”).

Facebook doubled in size from January to September 2009, from 150M users to 300M users. In February 2009, Nielsen Online reported that Twitter grew 1,382% year-over-year! That’s staggering growth in a matter of months!

While the world watched (and participated in!) the social network revolution, what few yet realized was that it was changing business as we know it – in all industries. Social media was revolutionizing how we relate to each other, to our selves, to products, to businesses and to story. As we all opened Facebook and Twitter accounts and enjoying these shiny new means of communicating, little did we know that these new platforms for communications were rocking business as we know it and old business and strategic models were dying a quick death. Read more…

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