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"It's no secret that Twitter's data has been shown to predict box office performance weeks before a movie opening. However, the company's latest venture takes it much further back in the production cycle.\nAdam Bain, president of global revenue at Twitter, said he was making the rounds in the Hollywood studios recently when a producer gave him a proposal: \"One studio chief said 'This is amazing. I\u2019ve got a film in production right now and I'm making casting decisions. What can Twitter tell me about a movie that\u2019s going to appear two years from now?'\" \nThat led Twitter to take part in what Bain calls a Moneyball-style effort to find undervalued actors. Bain didn't go into specifics, but said the actors are being considered not because of their follower counts, but because of their engagement. Bain declined to say which studio and which film Twitter is working with. As for the results? \"We'll have to wait two years,\" he said. \nBain, who was an exec at Fox Sports and Fox Interactive Media before joining Twitter, told the anecdote during media-buying firm OMD's Social Day in New York on Thursday. Also in attendance was Deb Roy, the co-founder of Bluefin Labs, a social TV analytics firm. Twitter announced this week that it was buying Bluefin, which signals a deeper dive into providing data for the entertainment industry. \nRoy compared what Bluefin does to providing a \"social soundtrack\" to entertainment properties. \"At a high level, what we're going to do is take the amazing insight [from Bluefin] and fully integrate it into Twitter measurement and make all the data actionable,\" Bain said. Such data includes the performance of TV ads when they run during various entertainment properties. \"You can see the same [ad] in one context and it will do well and in another the reaction will be muted,\" he said. Using Bluefin data, Twitter will also be able to offer an real-time performance data on new ads, Roy said. \"These kinds of insights you can copy test to death\" without finding a clear answer, he said. \"You run it in the wild and get this instant feedback loop.\" \nMashable composite. Image via iStockphoto, belterz"^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/02/07/twitter-being-used-to-cast-a-movie/>