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The Boston Globe

Business

Social media play big role in movies

Comments posted by audience members on Twitter or online film sites such as Rotten Tomatoes can sway public opinion and ticket sales

‘Oz the Great and Powerful” soared to the top of the box office charts with a wicked $80.3 million opening weekend driven by big-name ­actors, a major Hollywood director, and a spectacle of electrifying 3-D imagery.

Now analysts say the $200 million Disney ­production’s future as a top-grossing film of 2013 or just another flick that quickly fades at the box office could hinge on 140-character critiques posted online by thousands of moviegoers.

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