• Title: Fatale
• Distributor: Lionsgate
• Release Date: December 18, 2020
• Cast: Includes Hilary Swank, Michael Ealy, Mike Colter
• Genre: Thriller
• Written by: David Loughery
• Objective: Elevate visibility and box office success amidst the COVID-19 pandemic through an innovative influencer campaign.

"Fatale," a Lionsgate thriller, faced an unprecedented challenge with its release during the COVID-19 pandemic, when most theaters were closed. Despite these odds, the film, starring Hilary Swank and Michael Ealy, and directed by Deon Taylor, aimed to make a significant impact in the industry.

Objective

Aone orchestrated a comprehensive $125k influencer campaign, targeting a multifaceted audience, focusing especially on African-American and older female demographics, to augment "Fatale's" theatrical release.

1. Robust Engagement: The film received an enhanced response in Baldwin Hills, CA, outperforming other locations, with African-American moviegoers particularly resonating with its suspense and entertainment quality.
2. Character Appeal: Swank and Ealy's performances were highly acclaimed, striking a chord with the targeted audience groups.
3. Feedback for Improvement: Insights highlighted a need for improved pacing and reducing predictability.

1. Targeted Demographics: The campaign strategically engaged older females and African-Americans, the most responsive audience segments.
2. Theatrical Experience Emphasis: The campaign successfully highlighted the value of the theatrical experience even amid pandemic restrictions.
3. Home Entertainment Highlight: Recognizing the pandemic's effects, the campaign also focused on the film’s appeal for home viewing.

• Global Junket & Influencer Events: A two-day virtual global junket and various influencer events featuring the cast and director were organized, effectively engaging key national and regional press.
• Special Screenings & Influencer Participation: Screenings were hosted by notable figures like Snoop Dogg, Terrence J, and in Atlanta with guests like Tyrese, amplifying buzz and engagement.
• Digital Presence & Social Media Strategy: Utilized social media for targeting fans of the cast and genre, alongside high-impact takeovers on platforms like Fandango and YouTube.
• Radio & Digital Media Campaigns: A robust radio campaign targeted top markets, complemented by paid partnerships with AMC Theaters, Cinemark, and Fandango.
• Fan Engagement: Custom holiday creative and interactive Instagram stories highlighted fan reactions, fostering community engagement.

The film received mixed reviews, with some viewers appreciating its setup but critiquing its predictability and screenplay alignment. Its reception on platforms like Rotten Tomatoes reflected these diverse viewpoints.

"Fatale" achieved an impressive worldwide gross of approximately $7.03 million, a remarkable feat considering the pandemic constraints.