Abstract
The entertainment industry plays an important role in the promotion of movies. We encounter film advertising nearly everywhere we look, including on television, in magazines, and on bulletin boards. Film studios create campaigns and hold advance screenings to promote their upcoming features. Within this competitive environment, film marketers are faced with the question of how to generate significant box office revenue for their products. In recent years, movie marketers have added the recently-developed technology known as the social network site to their film promotion toolkit. With 400 million users, Facebook is the second popular website, trailing only google.com. Facebook acts not only as a popular social network site but also as a film marketing tool. The purpose of this study is to examine the effectiveness of word-of-mouth advertising as implemented on Facebook by the movie industry. To test the hypotheses, surveys were distributed in online and paper versions. 452 surveys were collected and the inclusive data were analyzed via an appropriate statistical program (viz. SPSS). The implications will be discussed in order to find these strategies’ applications to future movies or products.