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Films Affected by WOM Faster than Ever Before
Word of mouth has always affected whether a movie does well or poorly at the box office. Now, the hyper-connected audience has blogs, text messaging, and other tools that have the potential to spread positive or negative WOM on the very first day of a film's release. Such is the case especially with summer genre films like "X3" and the upcoming "Superman Returns". One company, M80, has been hired by studios to work with fans and help them be positive advocates for the film. To avoid any backlash, the company insisted on complete transparency and educated its advocates to be up front about their relationship and identity.