PROJECT HIGHLIGHTS
FILM MARKETING
SVP Digital Marketing
FilmDistrict | 2012 - 2013
Film Marketing
AUDIENCE ENGAGEMENT
As the SVP of Digital Marketing at FilmDistrict, I directed the digital strategy for the domestic theatrical release of INSIDIOUS CHAPTER 2. With a specific aim of captivating younger audiences through digital platforms, we partnered with filmmakers to devise initiatives that ignited our core audience.
RESULTS
Insidious 2’ Stuns As Sept’s 2nd Biggest With $41M For Year’s 2nd Best Horror Pic
⬝ Digital top horror pre-sale of the year
⬝ Outperformed big-budget competitive titles
⬝ DOUBLED BOX OFFICE opening weekend revenue target
INSIDIOUS CHAPTER 2 maintains its status as the TOP-GROSSING domestic title in the FRANCHISE
AUTHENTIC FAN-DRIVEN AMPLIFICATION
Working with producer Jason Blum, director James Wan, and screenwriter Leigh Whannell, we spearheaded a program to ignite the devoted Insidious fanbase. Through an exciting contest, we granted a lucky fan the exclusive opportunity to win a walk-on role in the movie. The response was impressive, with over 800 submissions of premium content. We curated the top videos and empowered fans to promote a winner, sparking genuine excitement and buzz within the horror community and leading to the viral spread of content and an authentic amplification of the franchise's impact.
This initiative resulted in a 2X expansion of the Insidious social fan base and setting the foundation for the campaign.
LIVE-STREAM TRAILER PREMIUM CONJURES BUZZ
In partnership with publicity, we create an exclusive trailer sneak-peek the day before its online debut at the notoriously haunted Linda Vista Hospital in Los Angeles, a key location featured in the film. The invitation was extended to the press, influencers, and die-hard horror fans, immersing them in a uniquely eerie experience. Before the curtain lifted on the trailer, attendees were treated to a spine-tingling tour of the hospital's environs. We welcomed director James Wan and the cast, Rose Byrne, Patrick Wilson, Barbara Hershey, Ty Simpkins, and screenwriter Leigh Whannell for a captivating Q&A session. The event reached even further as we live-streamed it to a theater in NYC, gathering East Coast press, influencers, and fans and a live interactive Q&A on social.
CONNECTING WITH FANS
Jason Blum, the mastermind behind Blumhouse Productions and renowned for producing spine-chilling films like THE PURGE and the PARANORMAL ACTIVITY franchise, as well as INSIDIOUS CHAPTER 2, engaged in a direct conversation with fans through Reddit's Ask Me Anything.
ORIGINAL CONTENT
Collaborated with filmmakers to create a digital content series delving into the Insidious origin story. Written by INSIDIOUS CHAPTER 2 DVD's screenwriter, Leigh Whannell, and featuring the film's cast, Leigh Whannell as Specs, Angus Sampson as Tucker, and Lin Shaye, this three-part original series was distributed across digital publishers, social channels and included in the INSIDIOUS CHAPTER 2 DVD combo pack.
Insidious: Chapter 2 - Web Series
Film Marketing
VIRAL MARKETING
I partnered with Thinkmodo, a viral marketing agency, to craft and execute a promotion that sparked a nationwide frenzy for the psychological thriller film DEAD MAN DOWN.
DRIVING BUZZ
We sparked conversations by posing the question, "What would you do?" and staged a murder-in-progress inside a New York City elevator, capturing reactions from unsuspecting individuals.
The resulting video dominated screens and discussions, driving millions of views on YouTube, garnering extensive coverage, including features on Good Morning America and CNN, and achieving #1 worldwide viral video status.
