CIVIL WAR as a movie concept has the opportunity to connect with film fans and cinema going audiences.
CIVIL WAR
Drama
2024
DCM Film Distribution
Germany
DCM Film Distribution in Germany partnered with Gruvi on the release of A24’s CIVIL WAR. The key objective was to create widespread awareness, leverage audience behaviour data to deepen interest, and ultimately drive them to take action.
Higher CTR
Engagement rate
Exit rate
Meet the team
INTRODUCTION
DCM Film Distribution in Germany partnered with Gruvi on the release of A24’s CIVIL WAR. The key objective was to create widespread awareness, leverage audience behaviour data to deepen interest, and ultimately drive them to take action.
The approach was to engage multiple film audiences as CIVIL WAR’s core audience, and discover a potentially persuadable audience that would connect with the film’s dystopian theme, to drive incremental box office.
STRATEGY
CIVIL WAR as a movie concept has the opportunity to connect with film fans and cinema going audiences. The concept also had the potential to extend to non-regular cinemagoers to add incremental box office.
The strategy was to identify audience segments that would have the most potential to connect and importantly translate into box office conversion intent.
The approach needed to maximise platform algorithms versus their interest groups, combined with proven Gruvi campaign audiences and finally a test audience to draw in incremental box office.
Our team implemented advanced website tracking on the cinema’Run both in an initial phase to drive awareness & intent, with the learnings and data used to determine audiences that drive increased box office for the movies site
SOLUTION
Build out the most relevant film interest and Gruvi performance audiences to form a core audience, which is a priority for investment. As a secondary goal build out a test audience of non-regular cinemagoers that could provide incremental box office.
Run both in an initial phase to drive awareness & intent, with the learnings and data used to determine audiences that drive increased box office for the movie.
RESULTS AWARENESS
PHASE
Overall results during awareness phase showed a broad appeal to film fans and cinema going audiences, and the potential for incremental box office by engaging specifically with a key segment of the gaming community.
RESULTS CONVERSION
PHASE
Overall results during conversion phase showed broad appeal to film fans and cinema going audiences, and a potential for incremental box office revenue from gaming enthusiasts.
INSIGHTS
LEARNING AGENDA
