I don't particularly like the way that the marketing for bringing everyone together for Sharknado 2 was done together. Something about working two screens at once tends to distract me; I'm not making an off-hand joke to a friend next to me on the couch, I'm having to pull up social media on my phone, type out a post, post it, then return to the movie. It's like the Wii U tablet- working both screens at once means you only care about one at a time.
Also, maybe it's just me, but I haven't seen this supposed death of water cooler conversations. My friends and I tend to watch the same things, so we talk about Game of Thrones, Sharknado, etc. anyways. The broader cultural movement has gone from print ads of "Who Shot J.R.?" to people on Facebook, TV Tropes, /tv/, and everywhere else talking about who's going to get killed next week in GoT.