Twitter loves Mission Impossible: Ghost Protocol. For a movie, let alone a brand, Twitter can be Heaven or Hell. One well-timed, creatively written tweet can cause a flurry of re-tweets and copycats that can trash a movie just as it’s released. Or, Twitter can be the device that makes an unknown movie a blockbuster, or keeps a film, like Scott Pilgrim Versus The World, in the public eye for months after critics have panned it, and it failed to break even at the box office.
With that risk, taking the extra step of buying a promoted Twitter word (which costs about $128,000 a day (according to sources) and appears at the very top of the top Twitter Trends) is even riskier, because the Twitterverse reaction, bad or good, is the first set of tweets a reader’s compelled to look at aside from what appears in their own stream.
Apparently the marketers of Mission Impossible: Ghost Protocol, the first film to use the 100th Anniversary Paramount Pictures logo, were willing to take that chance. The result: a Twitter marketing success. Here are some of the tweets today, the first day of official release of the Tom Cruise movie:
zoeymarietaylor Zoesaphine Taylor
Just saw Mission Impossible, IMAX style
1 minute ago
MeaghanHolley Meaghan Holley
Let MEGA date begin! Dinner then Girl with the Dragon Tattoo followed by Mission Impossible 4. #epic
2 minutes ago
JackLeonardo5 Jack Leonardo
Mission impossible 2 is the sickest movie!
iSlapNerds Ryan Dresser
Mission Impossible was hella tight yesterday (x
Mission Impossible a #MustSee movie
3 minutes ago
‘Mission: Impossible – Ghost Protocol’: The Reviews Are In!: By all means, and in the big, big, biggest theater … bit.ly/vKxJZO
5 minutes ago
This blogger can’t help but wonder if some of the Twitter tweeters were paid to tweet, just to get the ball rolling, but given the number of tweets, well over 1,000 over the past three hours, it’s hard to see Paramount spending enough money to do that, let alone the word of the effort not being leaked. So, hats off to Paramount for a successful gamble that speaks to their confidence in the film. Also, it occur to me that the weekend IMAX preview served to give Paramount enough audience reaction information to decide to take the Promoted Tweet gamble.