Studio and ticket sales executives talked up the potential of Twitter and Facebook to fill theaters during a CinemaCon panel on the power of social marketing.
But the big take-away from the session was the dwindling power of print media.
All the more reason, Paramount senior VP of Interactive Media Amy Powell and Fandango Chief Marketing Officer Ted Hong said, for exhibitors to better exploit the Internet.
"The opportunity is there for real time communication," Flixster Co-Founder and CEO Joe Greenstein told the audience. "There's got to be a way we can drive really meaningful 20 to 30 percent growth in attendance.