The effects of social media usage on the number of viewers in movie marketing

Cinema sector has been one of the most affected by the developments in information and communication technologies. Cinema audiences decide what film to watch after watching the shared fragments and reading the shared comments on social media platforms. These developments have directed the attention of the cinema sector to social media marketing. Aiming to reach the maximum number of viewers, the cinema industry has begun to use social media platforms effectively. From this point of view, the effect of social media on the marketing of cinema films was investigated in the current study. In order to realize this aim, the first part of the study is "Social Media", the second part is "Digital Marketing and Social Media Marketing" and in the third section, there is a research part made by survey method. From this point of view, the effect of social media on the marketing of cinema films was investigated in the current study. In order to realize this aim, Questionnaire was given to 112 participants. As a result of the study, it was determined that the participants actively used the internet and social media, followed the social media about cinema films, were influenced by social media in their cinema preferences, watched the fragments before the film and were influenced by the fragments. Key Words: Cinema Industry, Social Media, Film Marketing, Digital Marketing, Viral Marketing, Social Media Marketing