LateToCult 38,738 Posted November 28, 2021 Share Posted November 28, 2021 Meanwhile, despite headlines about the Omicron virus, adults finally found their way to the cinema with United Artists Releasing-MGM’s House of Gucci building the best opening for a drama in the last two years at the box office with $14.2M over 3-days and $21.8M over 5, the last being Sony’s Little Women over Christmas 2019 ($16.7M 3-day, $29.2M 5-day). … Spoiler House of Gucci‘s marketing campaign delivered on two fronts, both with young and old moviegoers as the pic’s attendance showed 45% between 18-34 years old & 34% over 45+. RelishMix reports that House of Gucci had a powerful social media pull of 415.4M across Twitter, Instagram, YouTube views and Facebook with the cast pulling in over 234M on their own social media accounts. Lady Gaga counts 188.7M followers with Salma Hayek at 22.7M and Jared Leto at 21.2M. “The cast totally worked it,” said Lomis about how Gaga, Leto, Hayek, Al Pacino and Adam Driver all came through in tubthumping the movie. Overall, the digital campaign delivered over 1.2 billion impressions and 407M video views targeted to moviegoers, fans of Gaga and the cast, fashion, true crime, and LGBTQ audiences. There were 30+ high impact takeovers in the last week across TV, radio, social, and ticketing partners, including two National Snapchat Lenses, a TikTok One Day Max (in addition to the TikTok Top View in 2 Weeks Out), and Twitter Trend and Spotlight. The two custom Snapchat AR experiences included one single person experience where one tries on accessories from the film, and another multi-person experience with full 3D body mapping where one tries on on full outfits from the Ridley Scott directed movie. There was the official launch of Lady Gaga’s TikTok with the London premiere transformation video which went viral and has amassed north of 12M views. UAR launched the first trailer for House of Gucci during the Summer Olympics followed by a 60-second spot in NFL Thursday Night Football. The trailer would go on to air during NFL matchups, World Series games, high-profile prime finales and new season premieres, with a high frequency push on cable and local TV. Outdoor included NY, LA, Chicago and San Francisco with a big digital blast at both LAX and JFK to take advantage of increased holiday travel. Strong audio campaign in the top 22x markets targeting multiple formats both pre-tracking & during Week of Release. Targeted streaming audio + music video surrounds to target younger consumers, and healthy podcast support across NYT The Daily (including a 50% SOV Takeover WOR) and top true crime podcasts to own the genre. On digital, to tease the film’s first trailer, five character Posters debuted across talent and film socials noting simply ‘Stasera’. There was a global premiere tour with House of Gucci debuting in London, Milan, New York and Los Angeles, including custom Snapchat stories from London and NY. There were several tastemaker screenings and receptions, reaching a potential fashion and lifestyle social audience of 11.3M, including a House of Gucci exhibitions experience, in partnership with De La Revolución, held in Los Angeles at FIDM and New York at Fotografiska. There were Twitch Creators screenings in LA, followed by a livestream hosted by Twitch streamer Negaoryx. There were also radio promoted screenings across the country in the top 25 markets as well as LGBTQ+ Nightlife promotions in top 11 Markets. UAR teamed with notable houses in the NYC ballroom community to a special hosted screening including The Gorgeous House Of Gucci ,The Royal House Of Labeija, House Of Xclusive Lanvin, The Iconic House Of Ninja, The House of Garcon, The Iconic House Of St Laurent and the House Of Xtravaganza. There was also a tastemaker screening in LA hosted by Patrick Starr. In theaters, trailers ran on Respect, Dear Evan Hansen, Venom 2, No Time to Die, Halloween Kills, The Last Duel and Eternals. Promo partners for House of Gucci included Tanqueray and Airbnb which offered Villa Balbiano (the film’s location for Aldo Gucci’s home) as a special one-night rental. Source: https://www.google.com/amp/s/deadline.com/2021/11/encanto-house-of-gucci-thanksgiving-box-office-weekend-summary-1234881076/amp/ Link to post Share on other sites More sharing options...
joannethenight 4,556 Posted November 28, 2021 Share Posted November 28, 2021 What happened the "a biggest movie promo campaign ever" ? 🌹 Link to post Share on other sites More sharing options...
Ladle Ghoulash 14,733 Posted November 28, 2021 Share Posted November 28, 2021 8 minutes ago, joannethenight said: What happened the "a biggest movie promo campaign ever" ? This is a pretty massive and deliberate promo campaign. Link to post Share on other sites More sharing options...
Meat 18,962 Posted November 28, 2021 Share Posted November 28, 2021 25 minutes ago, joannethenight said: What happened the "a biggest movie promo campaign ever" ? Who said that? The way y’all invent things on your own Link to post Share on other sites More sharing options...
joannethenight 4,556 Posted November 28, 2021 Share Posted November 28, 2021 14 minutes ago, Meat said: Who said that? The way y’all invent things on your own It's from an official arcticle. I'll put a link here sweetie;) 🌹 Link to post Share on other sites More sharing options...
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