I heard a head of a large movie marketing company speak about how a movie becomes a hit. When the audience is familiar with the actors, or the story line continuing from a past release which was successful, there is a good chance that the audience will want to repeat the experience. In the case of Bruno, they had that link and then had a massive advertising campaign to pump it even more. Critics were reviewing the movie as well. The first night it opened they had healthy ticket sales. Now here is the interesting part, once the initial audience was leaving out came the cell phones, and twitters, and text messaging and they called all their friends and family and reported that the movie was mediocre. The next night sales dropped by 40%. What this clearly shows is the power to influence another that overrides the advertising, critics or any type of hype. The speed that this electronic communication moved was astonishing. This phenomenon is unprecedented. This is truly power to the people.