But in case of The Avengers, it is nothing but positive, on the opening night of the movie, not only did it make whopping $200 million, but also managed 931,000 mentions in social media posts.
One can can safely say that these mentions did play an important role in selling more and more tickets worldwide. Have a look at this infographic by New Media Rockstarts and designer Andrew Rueda, who shed light on impact of Avengers on social media.
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