Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{161642,
        author = {J. B. Anna Asheervadham Mary and Mohana Balakrishnan and Suresh Gopalakrishna Mendon and Sujeevan Kumar Bullard},
        title = {Social Media’s Role In Tamil Film Promotion: A Case Study of Twitter},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {3},
        pages = {2209-2215},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=161642},
        abstract = {Design/Methodology/Approach: A mixed-method approach was used in this study. The survey was prepared and sent to 30 respondents who use Twitter and also follow Tamil cinema. The method of promotion manages to catch the focus of the users while scrolling through and if they would tweet about their experience after watching it. A content analysis on how the blockbusters Mersal and Darbar were promoted on Twitter.
Purpose: The main purpose of this study is to show forth the effectiveness of social media in communicating business strategies. Today's film studio's use different innovative strategies to reach out to their audiences. one such innovative strategy was used to communicate to the audience using Social Media(Twitter). In this study, the researchers analyzed the film Mersal and Darbar to understand their effectiveness in promoting through Twitter.
Findings: It was discovered that Twitter had suggested the majority of participants, watch a film as well as recommending it to others, which indicates it is an effective strategy. The findings show forth that even after promoting films through conventional form, social media platform is an effective way to promote Tamil films.
Research Limitations/Implications: The research is limited to Tamil Film promotion, and the survey was conducted only among those who have twitter account and follow the tweets and also follow Tamil films regularly.
Practical Implications: Social media promotions is an effective way to promote a Tamil film and this can also be applied for other film industries.
Originality/Value: This paper shows forth the effectiveness of social media in promoting Tamil film. The findings show that it is an effective way of promotion. The researchers have provided the research gap that can be worked on further},
        keywords = {Tamil Film, Tamil Film Promotions, Twitter, Mersal, Darbar},
        month = {August},
        }