Despite efforts to generate interest in over 30 different movies that were featured in studio’s booths, the majority of movies featured at Comic-Con did not generate significant enough buzz on Twitter to break the barrier of .01% of total tweets. The movies that did generate significant buzz (Summit’s New Moon, Disney’s Alice in Wonderland & Tron: Legacy, Paramount’s Iron Man 2 and Sony Picture’s District 9) were central to the comic fan’s ancillary interests in fantasy and science fiction. More importantly, the movies that generated the most significant Twitter buzz had established fan bases who re-tweeted the tweets coming directly from Comic-Con attendees, allowing those movies to expand their reach virally. New trailer releases also made it easier for people on Twitter to share links online, which certainly helped Alice in Wonderland, New Moon and Tron: Legacy rise to the top.
One factor limiting the effectiveness of studio’s efforts to promote their movies was the sheer number of movies featured at Comic-Con. Comic-Con attendees were inundated with flyers, posters, buttons and other promotional efforts even before entering the convention. It’s hard for a movie to stand out in the crowd, even when that crowd is made up of rabid costumed fans who live for Comic-Con weekend.
Summit and Disney were the most effective studios at generating Twitter buzz overall. Summit’s booth was constantly surrounded with people hoping to get a glimpse of video clips released at Comic-Con, generating a large amount of buzz for both the original Twilight movie and its sequel, New Moon. Even though Disney didn’t have a large booth to showcase their movies, they gave their fan bases what they wanted with the debut of both the Alice in Wonderland and Tron: Legacy trailers.
Overall, Twitter buzz for Comic-Con is very low with no movie generating enough tweets to even account for 1% of the total tweets during a given hour of the convention. To put these numbers in perspective though, Harry Potter, another movie with an established, active fan base, generated 4X as much buzz as the #1 movie in the box office this weekend, G-Force.