CHALLENGE: Secure interest from African-American movie-goers on a franchise film with limited AA talent and an unpopular theme in the AA community (vampires).
STRATEGY + SUCCESS:
• Underworld Awakening opened as the #1 film on January 20, 2012, earning $25M at the box office.
• Earned media coverage on BET.com, Complex, Bossip, VIBE, NecoleBitchie, Rolling Out, BlackEnterprise.com, TheRoot, TheUrbanDaily, HelloBeautiful, TheLoop21, HipHollywood and many more!
• Launched an online promotional giveaway with HipHopDX, resulting in over 3,500 contest entries.