Future Publishing helped Universal's Bridesmaids achieve cut-through in a market crowded with theatrical releases
In the highly competitive film market, the opening weekend is essential to a film's success. With 44 films released every month, Universal wanted to cost-effectively achieve cut-through for their 2011 blockbuster; Bridesmaids. Total Film has the UK's biggest social media community of film fans. They tweet, comment and share film content with their peers. Total Film's print and digital audience account for 7% of total UK's film admissions - over 12.2m visits per year, making Total Film the perfect platform for drive buzz around the Bridesmaid's launch.
Universal wanted to drive buzz and ultimately ticket sales
Total Film created the 'opening weekend launch package' - an integrated creative solution which ran in the week preceding the Bridesmaid's launch. Total Film created noise and buzz around the launch of Bridesmaid's via a combination of posts, tweets, tumblr notes, online articles, texts, videos, newsletters and display formats.
The campaign created considerable buzz around Bridesmaids; 472 Facebook comments, 352 likes on Facebook, and 430 tumblr notes. Over 1.4m impressions were generated from 286,056 users and users re-tweeted 33 times. There was also an exciting exclusive Total Film Screening Club event.
By capitalising on total Film's authoritative voice and influence, Bridesmaids created a huge multiplier effect. The opening weekend delivered £3.4m, 12% up compared to US box office performance, out performing Universal's expectations.