If there’s one thing we learned in 2012, it’s not to generalise about labels’ experiences using Facebook as a marketing platform. Some grumble about problems reaching artists’ fans and claim the social network’s answer to complaints is invariably ‘buy more ads’, while others are enthusiastic about the results they’re getting from campaigns on Facebook. So we’ll treat a report in the Los Angeles Times about the film industry’s attitudes towards Facebook marketing carefully, even if it’s worth your time reading. The gist: Hollywood studios questioning the value of Facebook marketing, and wondering just how many bums it puts on seats. “For people who are actually looking at the research and are looking for return on investment, for metrics that indicate specifically what Facebook’s role is in the movie marketing equation, the jury’s still out,” says consultant and former Disney marketer Jim Gallagher. The article hints that some studios are considering cutting their Facebook marketing budgets, and cites figures from marketing firm BlitzMetrics claiming that 72% of films and network TV shows saw a drop in the reach of their Facebook posts after Facebook’s September newsfeed algorithm changes.