Part 5/10:
In fact, word-of-mouth—whether positive or negative—is crucial for success. The idea that “any publicity is good publicity” dates back decades and does not hold in today’s fast-paced digital landscape, where social media can amplify negativity and turn audiences off entirely.
The Limitations of Metrics Like Parrot Analytics
Complicating the discussion is the misuse of tools like Parrot Analytics, which are often cited to suggest a film’s popularity based on social media buzz and online conversations. The problem is that Parrot Analytics essentially measures how often people are talking about a movie, not necessarily how many are actually watching it or intending to see it.