Future Proof - Bridesmaids

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Universal – Bridesmaids

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IN A CROWDED THEATRICAL RELEASE MARKET HOW DO YOU ACHIEVE CUT-THROUGH? Universal – Bridesmaids 29


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THE CHALLENGE Drive buzz and ultimately ticket sales. In the highly competitive film market, the opening weekend is essential to a film’s success. However, with 44 films released each month, how do you cost-effectively drive cut-through?

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02. Universal – Bridesmaids

THE INSIGHT Total Film has the UK’s biggest social media community of film fans. They tweet, comment and share film content with their peers. In September 2011, 4800 Facebook shares generated 28m impressions.

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They don’t just talk about the latest releases they watch them too. Total Film’s print and digital audience account for 7% of total UK cinema admissions - over 12.2m visits per year.


The UK's biggest social media community of film fans, the Total Film audience make

12.2 MILLION cinema visits per year


02. Universal – Bridesmaids

THE SOLUTION Total Film created the ‘opening weekend launch package’ – an integrated creative solution which ran in the week preceding Bridesmaids launch.

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Total Film created noise and buzz around the launch of Bridesmaids via a combination of posts, tweets, tumblr notes, online articles, texts, videos, newsletters and display formats.


Opening weekend launch package included:

9 FACEBOOK POSTS 5 YOUTUBE VIDEOs

12 TWITTER TWEETS

drives interaction

2 NEWS LETTERS

1 TXT MOBILE

DAILY TUMBLR

WEBSITE ROADBLOCK & HOMEPAGE COROUSEL

Exclusive Screening Club event

4 ONLINE REVIEWS Universal – Bridesmaids 35


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1

2

3

5

1 1. Editorial integration print and online 2. Video integration 3. Online Ad Format Takeovers 4. Social Media Takeover 5. Screening Club Event promotion

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1

2

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The campaign created considerable buzz:

1,466,101 impressions were generated

472

33

Facebook comments

Re-tweets

352

likes on Facebook

Exclusive Screening Club event

430

286,056

Tumblr notes

Users

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02. Universal – Bridesmaids

How did we… ACHIEVE CUT-THROUGH IN A CROWDED THEATRICAL RELEASE MARKET?

By capitalising on Total Film’s authoritative voice and influence, Bridesmaids created a huge multiplier effect.

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The opening weekend delivered

£3.4 MILLION

12

%

up compared to US box office performance, out-performing Universal’s expectations

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02. Universal – Bridesmaids

“It was imperative that word of mouth and social engagement was going to be the key factor in the launch of Bridesmaids in the UK following it’s opening in the US. Total Film’s social engagement saw the film profile increase substantially amongst true film fans” Gareth Lowrie Marketing Manager, Universal Pictures

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