Sony Pictures / Screen Gems · 2019
Black and Blue: the talent and influencer campaign for a Screen Gems release
For the 2019 theatrical release of Black and Blue, starring Naomie Harris and Tyrese Gibson, we ran the talent and influencer campaign, the paid social behind it and the ad buys. The film opened to $8.4 million in the US and Canada and grossed $22.7 million worldwide.
- Black and Blue
- Screen Gems
- Talent
- Influencers
- $22.7M worldwide box office
- Ad buys
- Black and Blue
- Screen Gems
- Talent
- Influencers
- $22.7M worldwide box office
- Ad buys
- Black and Blue
- Screen Gems
- Talent
- Influencers
- $22.7M worldwide box office
- Ad buys
The brief
Top talent, posting in their own voice
Black and Blue had to stand out in a crowded release calendar and reach its audience directly. Sony asked for top talent posting organically, first to push the trailer and then to rally opening weekend.
AONE Creative delivered the campaign as the white-label team behind Hyper Engine.
What we did
Talent, content and media
- Talent
The influencer program
We chose creators whose audiences matched the film’s, booked them and ran the program from the trailer to opening weekend.
- Content
In each creator’s own style
Creators worked the film’s message into their own content, and we cut promos from the Urbanworld and London events.
- Paid social
Three phases on Facebook and Instagram
Paid support behind the organic posts, from the trailer push to opening weekend.
- Media
Ad buys and delivery
Our team handled the ad buys and delivery for the release. More on media buying
- Measurement
Engagement on every post
We tracked interactions across Instagram, Twitter and YouTube to see what was working.
Results
Opening weekend and beyond
- $8.4MOpening weekend in the US and Canada, against projections of $8 to 11 million
- $22.7MWorldwide box office ($22.0M in the US and Canada)
- 11.3MImpressions on Facebook and Instagram, Aug 1 to Oct 30, 2019
- First day: $3.1 million, including $675,000 from Thursday night previews
- Second weekend: $4.1 million
- 301,900 engagements and 39,800 link clicks on Facebook and Instagram, Aug 1 to Oct 30, 2019
Box office: The Numbers (opening weekend and totals), Deadline (first day, previews and second weekend), TheWrap (projections).
On screen
Naomie Harris and Tyrese Gibson
Naomie Harris stars as a rookie officer whose body camera captures a murder by fellow officers, with Tyrese Gibson as the one person in the neighborhood willing to help her.
What it taught us
Creators who tell it their way
Choosing the right creators, and giving them room to tell the story their way, built anticipation ahead of opening weekend. We bring the same approach to every release we market, and AI automation now tracks each creator’s post as it lands, so the paid support follows the voices that are working.
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Talent and influencer campaigns
Need the cast to carry the campaign?
For Black and Blue we ran the talent and influencer campaign, the paid social behind it and the ad buys. Tell us the film and the date, and we will show you who can carry it and where.