I Think It Was Leo Burnett Who Said:

"Nothing kills a bad product quicker than good advertising."

If that's the truly the case, then Twitter might be good advertising for movie goers... but not for some movie makers.

Part of the story, as told last Friday on National Public Radio's All Thing's Considered, is movie fans who see the pictures early and spread "peer reviews" praising or damning the films.

Meanwhile, reuters.com blames Twitter for the quickness of this thumbs up/thumbs down networking, some of which - says Reuters' Alex Dobuzinskis - happens while viewers are still in the theater.