by 
The Curious Bag
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<h4 class="dechead">On One Hand: The Impact Can be Felt
Facebook is used mostly by younger people, thus its reviews are written by younger people. This drives a key demographic in film attendance, because young people are more likely to see a movie multiple times. Furthermore, when taken en masse, Facebook reviews can help drive word of mouth, which can make or break certain movies.
On the Other: They're Only Effective in Large Numbers
Individual Facebook reviews have little impact because comparatively few people read them. They only have an effect when a large number of positive or negative reviews build up. Expressiveness can enter the picture as well, because a poorly written Facebook review with a lot of typos may not be as convincing as one written more professionally.
Bottom Line
Facebook reviews and similar forms of word of mouth will continue to play a role in attendance figures. However, they work best when taken as a whole, and individual reviewers have comparatively little power to affect attendance.
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