Twitter to Launch Targeted Ads for Movies (Exclusive)

Chris Pratt Guardians of the Galaxy - H 2014
Marvel Entertainment

Chris Pratt Guardians of the Galaxy - H 2014

Studios wanting to advertise an upcoming space epic could target users tweeting about 'Guardians of the Galaxy' and Groot

Twitter is getting into the movie business.

The company is poised to begin beta testing on targeted ads for users who are passionate about movies, The Hollywood Reporter has learned exclusively. And Twitter is touting it as a pain-free experience for studios.

Here's how it would work: If a studio had a sci-fi epic coming out, it could tell Twitter to show its ads to people who have been chatting about Guardians of the Galaxy. Twitter will then display the ads to people who are not only talking about Guardians — but also to people who have been engaging about related key words, such as characters Groot and Rocket. The studio wouldn't have to specify those words itself, just the movie title.

Read more The Hollywood Reporter Reveals Hollywood's 100 Favorite Films

Twitter made the decision after researching how people are talking about movies with the social platform.

"Our recent research shows that Twitter is a major influence on movie choice. Not only are people hearing about new movies on Twitter, they are using it to make a decision about what to see, then sharing their experience with friends," says Jeffrey Graham, Twitter's global head of research. "The research highlighted just how many different opportunities there are for marketers to connect with this behavior on Twitter."

The ads will be able to be targeted toward engagement for specific movie names, engagement with movies genres and for engagement with movies in general.

Twitter says it will begin beta testing within the next few months. It already has a similar system in place for TV fans.

In addition, Twitter has added Fizziology and Networked Insights as new Certified Partners. Both are offering solutions that serve the media and entertainment vertical.