The Twitter study was conducted by Nielsen and found that 87% of the social media website’s users decided to see their most recent movie in theaters partially due to Tweets. The data was collected from several moviegoers above the age of 13 after they had watched one of the summers four big blockbusters, Variety notes.
The study also found that 65% of polled Twitter users follow an account related to a movie. After seeing a Tweet about a film, 44% said they looked up a trailer for it and 41% said they Tweeted or Retweeted about the movie, reports Variety.
“Twitter was a key ingredient to the success of X-Men: Days of Future Past,” Marc Weinstock, head of domestic theatrical marketing at 20th Century Fox, told The Hollywood Reporter. “We had an amazing film and created some highly shareable content. As the live platform, Twitter was the perfect place for us to spread the word.”