CASE STUDIES
mixMATCH ENTERTAINMENT | Live Concert | Promotion | Media
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Better Luck Tomorrow
CLIENT: MTV Films
PROJECT: Theater/Home Video DVD/Release Campaign
THE CHALLENGE
To secure opening weekend audience for the first Asian movie purchased by MTV Films.
THE STRATEGY
Teaming with TCDM, we utilized the unique cast and principles of “Better Luck Tomorrow.” Working with key Asian publications like Koream Journal, Audrey, Yolk, Noodles and Giant Robot, we secured editorials regarding the cast and the significance about the film. We were also able to schedule grass roots marketing at key cities to create a “buzz” regarding the film.
THE RESULTS
One of the most successful releases by an all Asian cast earning more than $4 million dollars within the first 3 weeks of release. General market media recognized the film director “Justin Lin” as one of the “young directors to keep an eye on.” MTV Film expanded the release of the movie to over 500 theatres in week 3.
Milestone: Per Screen Average of $28,000.00
Based on the first two weeks of release
Video Sales @ $3 million