Survey: Social networkers engage with online movie content

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Given an interest in movies among active social networkers and the viral nature of social networking, film industry marketing executives should be paying attention to this space, according to a new survey from InsightExpress titled “The Social Network Influence on Movie Behavior.”

Social networkers are often highly engaged in grassroots movie marketing efforts, with 10% of social networkers having posted a trailer to a social networking site and 39% having reviewed a movie online, according to the report. In contrast, 25% of consumers not actively engaged with social networks have reviewed a movie online.

Social networkers also tend to be enthusiastic opening weekend movie goers, with 31% of them saying it's important to see a movie they're interested in on opening weekend, compared with 16% of non-social networkers.

Movie trailers are found online most commonly by searching for a film's title, with 49% of all respondents reporting this behavior. Browsing general movies sites was the preferred tactic for 29% of respondents while 27% clicks on online ads and 25% goes directly to a movie's Web site.

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