julia borston has more. >> reporter: it's built on adds subtle and integrated with tweets. first up promoted tweets like this one from staples for back to school shopping. as vertizers say how much they are willing to pay to reach people. moms of tweens in the midwest. they give a thumbs up favorite and they pay loss the more the engaging the ad is to make messages compel sglg when you get a quarter of the population doing something, marketers will have a look and try to leverage that site and behavior. >> reporter: a second is promoted profiles. chase and fedex can pay to promote their accounts to draw followers a. third add business promoted trends for this phone. the flat fee grabs this real estate above the list of trending top picks. though anyone can sift through tweets they have data sift that mine insight for customers and information on brand perception and bing and yahoo pay twitter to include the fire hose of tweets and search results. no comment on how much money changes hands. now twitter which is valued at around $10 billion is expected to file the preliminary

as julia borston tells us with that freedom comes risks for investors. >> twitter which has quickly become the world's breaking news feed is shaking up the business of wall stroort aeet and invest. they take to twitter to talk stocks, sometimes moving markets. carl icahn said he may use twitter to release information before taking to the communications tool to tweet the position in apple sending the stock soaring. >> twitter is a new player in the financial market. it's being fed into the high-frequency traders who dominate trading volume now. >> in april, they said it's okay for companies to release information on twitter and facebook, as long as they warn investors where to look. weighing in after netflix' ceo said the viewing topped 1 billion hours. the question is what does that mean for the security of investor security accounts. from burger king and jaep to the associated press has been hacked. the passwords weren't strong enough. prompting twitter to have an additional step to access ai an account. >> it's hard for someone to hack into or hack into an iclan account and the player wi

jul julia borston breaks down the winners and losers. >> reporter: with the helps of iron man and man of steel, the all important box office season is on pace to beat the record 4.4 billion-dollar revenue. >> we had 15 films that have done over $100 million this summer. it was a deeper slate. >> reporter: this record, despite some massive bombs, most notably disney's "the loan ranger" fell short of expectations. it will take it down for as much as $190 million. even with "the loan rangers" disappointment, disney is still the big winner of the summer. "iron man 3" and "monsters university" are the biggest of the year together grossing more than $2 billion worldwide. the top six films this summer were all seek wells, franchises or reboots proving it makes sense for hollywood to double down the investments in brand names. >> well, i have seen "the fast and furious". >> the most recent was "wolverine". >>" star track". >> what did you like about it. >> a lot of things. >> reporter: comcast universal benefitted from two sec wells. the second and fifth biggest films of the year. and viacom

for "nightly business report" i'm julia borston. >>> the market focus segment tonight, trulia received positive comments from goldman sachs. reiterating buy rating on the stock and setting a price target of $48 a share. the stock rose more than 5% and settled at $46.10. >>> shares of j.c. penney are lower after they came to agreement with the largest shareholder bill akman that will allow him to part ways. he can make up to four requests to the company to sell his stock, but he has to wait until at least tuesday, when j.c. penney is scheduled to report earnings. akman ended the dispute by resigning. the stock dropped 3% today. >>> another retailer issuing a profit warning. the latest joseph a. bank yesterday said second quarter results will fall short of expectations. the men's retailer said the campaign failed to rest nate with consumers and led to a decline in sales. the stock down 7% to $41 even. >>> different story, green mountain coffee, the stock getting a lift and will join the nasdaq 100 index next thursday replacing life technology's. the stock rising 3% to $76.38. it has trip