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The heavy users for Twitter are also within the tech bubble world that makes Twitter seem much, much larger than it actually is.
But movie critics already extrapolate their importance and influence to the breaking point, so I'm not surprised that some would feel their tweets carry water when no one really cares all that much.
twitter aint goin to sway many people to or from a movie, even tho the studios like to blame it for low turn outs to their films
When you say that Transformers: Revenge of the Fallen "got beat to hell on Twitter" I'm assuming you mean by the critic realm.
I just want to point out that even if the critic world bashes a movie it doesn't mean that the general public will heed their warning. Same goes with any social media platform. Under the assumption that someone does actually follow (Twitter), or fan (Facebook) a movie reviewer, the weight they give to a film reviewer isn't nearly as heavy as the weight they will give to the people in their everyday lives.