Lionsgate · 2020
Fatale: an influencer and digital campaign for a Lionsgate thriller in a pandemic winter
For the December 18, 2020 release of Fatale, the Lionsgate thriller starring Hilary Swank and Michael Ealy, AONE Creative ran the influencer campaign, the social and site campaign and the ad buys. The film opened while most theaters were closed and grossed $6.8 million worldwide.
- Fatale
- Lionsgate
- Influencers
- 2.76M post impressions in one month
- 2020
- Fatale
- Lionsgate
- Influencers
- 2.76M post impressions in one month
- 2020
- Fatale
- Lionsgate
- Influencers
- 2.76M post impressions in one month
- 2020
The brief
A theatrical release while most theaters were closed
Fatale opened during the COVID-19 pandemic, with most theaters closed. The campaign had to build interest in the theatrical release and in watching at home, focused on the audiences that responded most: African American moviegoers and older women.
AONE Creative delivered the campaign as the white-label team behind Hyper Engine.
What we did
Influencers, screenings, social and media
- Influencers
Talent-hosted screenings
Screenings hosted by Snoop Dogg and Terrence J, and an Atlanta screening with guests including Tyrese.
- Press
A virtual press junket
A two-day virtual junket and influencer events with the cast and director, for national and regional press.
- Social
Fans of the cast and the genre
Social targeting for fans of the cast and of thrillers, custom holiday creative and Instagram stories built from fan reactions.
- Site
The release site
The social and site campaign drove 102,524 site visits from November 20 to December 20, 2020.
- Media
Ad buys and delivery
Our team handled the ad buys and delivery for the release, including radio in top markets, paid partnerships with AMC, Cinemark and Fandango, and takeovers on Fandango and YouTube. More on media buying
Results
Reach, visits and the box office
- 2.76MPost impressions, Nov 20 to Dec 20, 2020
- 1.82MPeople reached
- 102,524Site visits
- Opening weekend: $918,112 in the US and Canada, December 18 to 20, 2020
- Box office: $6.3 million in the US and Canada, $6.8 million worldwide
- Audience research found the strongest response in Baldwin Hills, Los Angeles
Campaign figures: AONE Creative campaign reporting. Box office: The Numbers.
On screen
Hilary Swank and Michael Ealy
Michael Ealy plays a married sports agent whose one-night stand turns dangerous when he learns she is the police detective, played by Hilary Swank, investigating a break-in at his home.
What it taught us
Play to the audience that shows up
Research showed who responded most, and the campaign leaned into them, from talent-hosted screenings to holiday creative. We bring the same approach to every release we market, and AI now speeds the research, from reading how each audience responds to finding the fans most likely to show up.
Start with AI
Put AI to work on your next release
An AI Readiness Audit maps your marketing workflows and ends with a plan you can act on, whether or not you hire us to build it. Snapshot $1,500 or Blueprint $4,500.
Film releases
Releasing into a hard market?
Fatale opened while most theaters were closed and still grossed $6.8 million worldwide. Tell us what your release is up against, and we will plan around it.