Pitch Perfect 2
Release Date: May 15th
Production Budget: $29 million
Opening Weekend Box Office Sales: $69,216,890
Pitch Perfect 2 premiered just before the start of summer. It was the first movie to use Snapchat and Snapchat Story in its marketing strategy, earning it more than 300,000 followers. The Snapchat filter created for the film was viewed over 6 million times. Parts of the premier were even livestreamed on Periscope, the video streaming app for iOS and Android. The use of the snapchat filter meant that the audience interacted and added the advertisement to their own photo and they could then share and forward on the advertisement.
Minions
Release date: July 10th
Production Budget: $74 million
Opening Weekend Box Office Sales: $115,718,405
Minions even have their own colour by Pantone: Minion Yellow. These yellow creatures appeared everywhere to create hype, whether it be on your delivery box from Amazon or at McDonald’s with life-size mascots, or at your favourite theme park. The film partnered with many major brands, such as Chiquita Bananas, Comcast, and General Mills, to spread the hype. Like Pitch Perfect 2, Snapchat was also a major marketing component. Giant minions were a hugely successful experiential activation in theatres and at McDonald’s, as people lined up to take and post. The movie had the help of its existing franchise followers from the Despicable Me movies to drive the conversation and excitement on all social media platforms. Minions advertisement was the most successful, as Minions took over every shop, hashtags on Twitter and Instagram and many competitions were created which a big hype and engaged the audience to create hashtags and share and repost.
Jurassic World
Release date: June 12th
Production Budget: $150 million
Opening Weekend Box Office Sales: $208,806,270
Though some critiqued the heavy advertisements, the movie gained serious traction long before its opening weekend. Aside from its partnerships with brands like Mercedes-Benz, Jurassic World came to life with a website designed as a virtual theme park, featuring brands like Hilton Hotels and Margaritaville. With Jurassic World’s strategy to blur the lines between fiction and reality, people were able to interact with the movie as if it were an actual destination to be visited and experienced.
Intermission had a Twitter account with a hashtag.
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