Take a look at this chart from comScore:

It shows two important things: 1) the affect of online advertising is measurable; 2) exposure to online advertising increased ticket sales among consumers who buy tickets online.

But this is a group of people who are actively researching movies. That's the classic idea of the internet: it's one big catalog. What about the people who aren't already researching? Can movie marketers reach them online?

Keep reading.