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Lee Daniels' The Butler

CHALLENGE: Engage African-American moviegoers and press in order to secure a #1 box office opening.

STRATEGY + SUCCESS:
• Lee Daniels' The Butler opened #1 at the box office on August 16, 2013 with a $24.6M gross.
• The film held the #1 spot for 3 weeks!
• Lee Daniels' The Butler has since earned over $119M worldwide ($110M domestically).
• Confirmed cover of JET Magazine for cast members Michael B. Jordan and Octavia Spencer.
• Our campaign earned over 60.5M impressions in media coverage from:

• BET "106 & Park"
• Tom Joyner Morning Show
• FOX News
• Salon.com
• Essence.com
• TheGrio
• MadameNoire
• HelloBeautiful
• VIBE
• Ebony.com