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Universal – Bridesmaids

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IN A CROWDED THEATRICAL RELEASEMARKET HOW DO YOU ACHIEVE CUT-THROUGH?

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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?

THE CHALLENGE

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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.

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 INSIGHT

02. Universal – Bridesmaids

12.2 MILLIONThe UK's biggest social media community of film fans, the Total Film audience make

cinema visits per year

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Total Film created the ‘opening weekend launch package’ – an integrated creative solution which ran in the week preceding Bridesmaids launch.

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.

THE SOLUTION

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4 ONLINEREVIEWS1 TXT

MOBILE

5 YOUTUBEVIDEOS

2 NEWSLETTERS

9 FACEBOOKPOSTS

12 TWITTER TWEETS

DAILY TUMBLR

WEBSITE ROADBLOCK & HOMEPAGE COROUSEL

EXCLUSIVE SCREENING CLUB EVENT

DRIVES

INTERACTION

Opening weekend launch package included:

1. Editorial integration print and online

2. Video integration

3. Online Ad Format Takeovers

4. Social Media Takeover

5. Screening Club Event promotion

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The campaign created considerable buzz:

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472 Facebook comments

352likes on Facebook

286,056Users

33Re-tweets

Exclusive Screening Club event

430 Tumblr notes

1,466,101impressions were generated

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By capitalising on Total Film’s authoritative voice and influence, Bridesmaids created a huge multiplier effect.

HOW DID WE…ACHIEVE CUT-THROUGH IN A CROWDED THEATRICAL RELEASE MARKET?

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£3.4MILLION

The opening weekend delivered

12%up compared to US box office performance, out-performing Universal’s expectations

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“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

02. Universal – Bridesmaids

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