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
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 premium content submissions. 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.
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.
