At a recent CinemaCon panel in Las Vegas, Studio and ticket-sales execs chatted about the 20 percent drop in box office sales this year and the power of social media, which could help reinvigorate growth. As newly appointed head of the MPAA Christopher Dodd puts it, "Studios are terrific at selling their films but terrible, just terrible, at marketing their business."

The hour-long presentation referred to the much-talked about Paramount "Demand It" campaign for 'Paranormal Activity,' and the use of Twitter, Facebook and YouTube to connect Justin Bieber directly with the fans for his 'Never Say Never' 3D extravaganza. Still, industry leaders like Flixster co-founder and CEO Joe Greenstein are scratching their heads wondering, "There's got to be a way we can drive really meaningful 20 to 30 percent growth in attendance."