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Hollywood studios impose clauses to curb star's use of social media

So not everyone is as sold on social media as we are.  Read this article to find out more and blog your thoughts.  I can see where they are coming from although they are also missing out on terrific amounts of free publicity and promotion.  Surely a total ban is excessive?  and couldn't they guide people to tweet and talk in the manner to which they'd prefer?  Or is that too uncontrollable?