Twitter is to begin beta testing a system of ad targeting for film fans.
Twitter’s global head of research, Jeffrey Graham, told the Hollywood Reporter that research carried out by the social network highlighted opportunities for marketers to target movie audiences.
“Our recent research shows that Twitter is a major influence on movie choice,” he said. “Not only are people hearing about new movies on Twitter, they are using it to make a decisions about what to see, then sharing their experience with friends.
"The research highlighted just how many different opportunities there are for marketers to connect with this behaviour on Twitter."
According to the Hollywood Reporter, the ads will target engagement with movies in general, but also offer more specific targeting triggered by movie names and genres. Testing will begin in the next few months, although Graham did not specify whether testing would US-based only.
The move extends Twitter’s movement in the TV viewing space, where the social network has already been capitalising on the influence of social TV and interest for advertisers.
A study released earlier this week revealed that social TV conversations are broadly in line with TV channel share, with talent and reality TV shows generating the most tweets.