Universal Picturesįocus Features/Sierra Affinity’s Cold War spy movie Atomic Blondeis turning in a solid $18.6M at 3,304 venues in fourth. Because when an animated movie has that groundswell (read Illumination Entertainment titles), audiences don’t hold back their bucks. Still with all this marketing muscle behind Emoji Movie, it would be interesting to see how much higher this animated film could have opened if a universally appealing and critically acclaimed movie was crafted. There was the custom-made spot “The Real Emojis of Textopolis” featuring film characters playing off the iconic Housewives introduction on Bravo. Plus, weekly custom “Emoji-Minute” segments throughout. On Univision/Unimas there was a multi-phased partnership that aired over the last three months with in-show integrations, unique content and sneak peeks inserted into top-rated programming like Premios Juventud, La Reina de la Cancion, Despierta America and CONCACAF Gold Cup. The TV push for Emoji reached every demo of the family audience with custom vignettes across the Nickelodeon networks, Disney XD, Cartoon Network, Freeform, Hallmark, OWN and TBS. Miller parachuted into the Cannes Film Festival. Sony went market to market with their walk-about characters from the movie, along with a mobile truck activation which created and co-opted events at each stop. On that day, the cast also rang the NY Stock exchange closing bell and lit the Empire State Building in yellow in honor of Emoji Movie and its partnership with Girls Who Code (a non-profit that seeks to educate and inspire tech skills in teenage girls). Similar to how Sony conjured up Smurf day as a holiday, so they declared July 17 as World Emoji Day whereby the pic’s voiceover cast appeared on Good Morning America, Today, Live with Kelly and Ryan, and Late Night With Seth Meyers. The studio also took advantage of these key partners’ social accounts when dropping trailers and exclusive content. Greenstein gave a shoutout to Sony’s domestic marketing presidents Christine Birch and Andre Caraco for delivering the goods this weekend with Emoji Movie. The campaign obviously tapped the mobile app world, Emoji’s birthplace and stomping ground, with unique executions among key app partners including an “Emoji Match” Playlist on Spotify, augmented reality execution on Shazam, and a themed custom level on Just Dance. “It’s great when critics and audiences are in sync, but The Emoji Movie reached its intended audience and we’re thrilled that they have spoken and made it a family event ,” beamed Sony’s global marketing and distribution chief Josh Greenstein this morning. That pic opened to $23.9M and turned around a 3x multiple for a current running domestic B.O. The last animated release to receive a low CinemaScore was 20th Century Fox/DreamWorks Animation’s Captain Underpants with a B+ (though critics embraced it with a certified fresh 86% Rotten Tomatoes score). Those under 18, 50% of Emoji‘s crowd, gave the movie an A-, which also points to where dollars are coming from. Working in Emoji‘s favor is its late July date and the fact that there are no other major studio animated pics in the marketplace. Nonetheless, Sony got this pic to open at this level with all that baggage in this Rotten Tomatoes era and that should be noted, not to mention Emoji is based on a source material mobile concept that lacked any kind of depth or universe. Typically, animated titles see a spike on Saturday due to family matinees and it’s likely bad word of mouth off the pic’s B CinemaScore (very low for an animated title which typically earn As or A-, no matter how hokey they are) and 8% rotten reviews are impacting Emoji. The Emoji Moviedeclined 14% between Friday and Saturday from $10M to $8.7M putting its opening for this $50M budgeted toon at $25.6M. Hulu Orders 'It's All Country' Docuseries Luke Bryan, Peyton Manning To Executive Produce
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