CHALLENGE: Generate buzz among AA moviegoers in order to impact opening weekend sales.
STRATEGY + SUCCESS:
• Engage influencers and media in the discussion of the film Django Unchained in order to keep the buzz and interest top of mind among African-American moviegoers.
• To date, Django Unchained has grossed $130M and opened on Christmas Day as the #2 film with a $30M box office debut.
• The film earned five Academy Award nominations and won various awards including a Golden Globe, an AFI Award, an LA Film Critics Award and a National Board of Review Award.
• The screenings generated millions of impressions in press coverage and social media mentions, including posts on TheGrio, Vibe, Global Grind, MadameNoire, The TBF and many more.