02.
Universal – Bridesmaids
28 Future Proof
IN A CROWDED THEATRICAL RELEASE MARKET HOW DO YOU ACHIEVE CUT-THROUGH? Universal – Bridesmaids 29
06 Nisi tat loreriustisi ex enit
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?
Universal – Bridesmaids 31
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.
32 Future Proof
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.
34 Future Proof
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
1
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
3
1
2
4
1
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
Universal – Bridesmaids 37
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.
38 Future Proof
The opening weekend delivered
£3.4 MILLION
12
%
up compared to US box office performance, out-performing Universal’s expectations
Universal – Bridesmaids 39
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
40 Future Proof
Nisi tat loreriustisi ex enit 07