In your perspective, audience means only one set of people who come to watch movies in theatres but it is not so. There is a special set called the neutral audience and the interesting thing is, they are the ones who decide the success of a film.
So who are these people? Well, when a film gets released and few say it is bad the rest get affected, similarly if they say the film is good, the rest also gets the positive vibe. It is this percentage of audience who go with the talk than deciding for themselves.
Hence, if you want to make your film successful, the talk is important and the initial talk has to be very positive and it must be spread accordingly. Of course, content is also important but if the initial takeoff is positive than it ensures healthy collections at the box office.