Twitter: The New (and Much Faster) Word of Mouth

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"Harry Potter and the Half-Blood Prince" opened at 12:01 a.m. today. And the critics are already weighing in—on Twitter. The 140-character reviews are quickly changing the way "word of mouth" works. The Twitterati can tweet their response to a film while sitting in the theater. This is having a dramatic effect on the box office. Sasha Baron Cohen's film Bruno drew $14 million on the day of its release, but was panned on Twitter and sales plummeted 40 percent. Sharon Waxman of The Wrap, and a Takeaway contributor, joins us with a look.

"Word-of-mouth flies so fast and grows so exponentially—because of Twitter particularly—that they can't control the message for three whole days. Now it's basically one day. The veil comes off the movie and they're toast if the movie is not good."
—Sharon Waxman of The Wrap on the Twitter challenge for the movie business

Here's the trailer for Harry Potter and the Half-Blood Prince, tweet @thetakeaway with your thoughts: