Did Twitter put Brüno in an embarrassing, awkardly funny situation?

Did Twitter cost the movie Brüno millions? There is evidence (see MSNBC.com article) that the crowds that rushed to the new Sacha Baron Cohen movie Brüno came out of the theatre tweeting to their friends and followers that the movie just wasn't that funny -- costing it millions in ticket sales during the opening weekend.

If Twitter or other SoMe (social media) is that effective in communicating product value (or lack of it in this case), wouldn't it be a good idea for a business or organization to pay some attention on mitigating the bad messages and maximizing the good messages on your products and services?