Moviegoers typically hear about films through TV, trailers and word of mouth, but many of them rely on the Internet in deciding which movie is worth their dollars, research showed.

A July survey of 2,100 moviegoers between the ages of 13 and 49 found nearly half seek more information about a film after hearing about it, and of those info-seekers, seven in 10 head to the Internet, MarketCast said.

“These are activist consumers, for whom the decision to see a movie is not made in a snap,” Henry Shapiro, vice president and general manager of MarketCast, said in a statement. “Trailers and TV ads aren’t enough for them.”

Photo by weirdvis.