Title: Fear
Directed by: Deon Taylor
Theatrical Release: January 27, 2023
Starring: Joseph Sikora, Terrence J, King Bach and Clifford 'TI' Harris.
Proposed Digital Strategy Budget: $2.7 ($10M Overall P&A)

This case study delves into a comprehensive marketing strategy formulated by AONE in consultation with Hidden Empire Film Group for the theatrical release of their film, "FEAR." This strategy represents a blueprint provided by AONE, with the execution left to Hidden Empire. It's a blend of innovative marketing tactics and a diverse media mix aimed at maximizing audience engagement and ticket sales.

The strategy's core objective was to enhance awareness and drive conversions, specifically targeting the 16-45 age group to buy tickets for "FEAR."

The strategy emphasizes reaching:

• Fans of horror and similar genres.
• Regular moviegoers.
• Patrons of major cinema chains like AMC, Cinemark, Regal.
• Admirers of the film’s cast and crew.

1. Targeting Source Identification: Balancing audience specificity and reach to optimize impact and efficiency.
2. Channel and Tactic Alignment: Tailoring tactics to different stages of the customer journey.
3. Engagement Techniques: Employing a range of data to guide audiences through the conversion process.

• Data Types: Incorporating purchasing history, geographic location, interests, online behavior, demographics, brand preferences, and viewership habits.
• Segmentation: Creating specific audience segments for effective and efficient budget use.
• Optimization Approach: Adapting the strategy based on audience response and conversion data.

• Paid Media Focus: Targeting younger adults, particularly those inclined towards horror films, to generate substantial video views and clicks.
• Organic Media Utilization: Leveraging insights from social and web platforms to create personalized, engaging content.
• Integrated Strategy: A synergistic approach combining paid and organic media for comprehensive coverage.

Micro-testing various combinations of media and creative elements to identify the most effective strategies.

Continually adapting creative elements across different devices, channels, and audience segments for enhanced engagement and conversion rates.

Employing consumer insights to tailor content and ensure relevance across multiple platforms.

AONE's strategy for "FEAR" is a testament to innovative and data-driven marketing in the film industry. By offering a detailed, multi-faceted approach combining creative content and a nuanced media mix, this plan aims to effectively engage the target audience, fostering awareness and driving ticket sales. This case study underscores the value of a well-crafted, adaptable marketing strategy in the competitive world of entertainment.