The internet has drastically transformed how movie studios approach marketing campaigns. In an era when one viral moment can propel a film to box-office success, agile companies have long figured out how to forecast outcomes based on shifting online trends. This was unheard of before social media and online forums, both equally effective at boosting a film's prospects long before it hits theaters. One of this summer's breakout hits just broke the $1 billion ceiling and outpaced the Disney animated classic The Lion King, thanks to savvy marketing tactics.
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