ReadWriteWeb takes 600 words to conclude:
What this means for Twitter is that the online chatter taking place on the popular microblogging site, while still an important vector for studying sentiment, is not powerful enough on its own to truly impact the overall success or failure of a movie.
Really?! Does this mean there are people out there who actually believe tweets about movies directly impact the movies' success? As if people could take a good movie, write bad things about it, and consequently have it fail?
I must invoke Occam's razor. A movie's quality is a latent variable that drives both its financial performance and its early Twitter reviews. Any correlation between the Twitterverse's opinion and the box office receipts is spurious. Any exceptions to this rule are just that: exceptions.
Please forgive my frustration.