Jordan Peele's R-rated horror flick just earned the biggest opening day ever for a live-action original.
’s success: It just pulled off a likely over/under $65 million opening weekend with a campaign that didn’t start until three months until opening day. That’s not to say Universal didn’t sell the movie, because they absolutely did. Butdid its thing with a teaser poster , one theatrical trailer , a 60-second pre-game Super Bowl commercial, another poster that debuted on February 8 and pre-release TV spots that didn’t really kick into gear until mid-February . That was it.
Yes, you had online gimmicks and the usual round of pre-release media appearances and magazine profiles. And yes, it debuted at this year’s SXSW festival along with concurrent screenings for black journalists and influencers. But in terms of physical content designed to sell the movie,needed only the bare minimum and only three months to get the job done.
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