Nationwide preview screenings with 14 media and brand partners, delivering over £500K media value and 14m reach.
For a great film, the cast and trailer were not likely to lead to ticket purchase on their own. Test screenings proved the reactions to the film were extremely positive and the word of mouth was likely to be the best audience driver. We were asked to source high profile media partners across all four quads and organise almost 200 screenings to deliver value, reach and mass participation.
We built a programme of screenings with 14 partners across radio, print as well as in the brand loyalty space. Extensive partners spanned all target audience segments and included Sky, The Sun, Mumsnet, Marie Claire, Hits Radio and The National Fostering Group. In total we invited a targeted audience of nearly 40,000 customers to see the film with the objective of fuelling widespread positive word of mouth.
Opening to a weekend box office of £2.5m, on Valentine's weekend, the feature went on to make over £10m in its 7-week theatrical run.
A selection of images from the campaign.
