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case studies: The Weinstein Company: Youth in Revolt

Youth In Revolt is a film released by The Weinstein Company in January 2010. The film, a comedy, had gone through a year of testing and many changes. Its debut was frequently changed. There was little buzz. The company needed to make the film mainstream and URGENT. The goal was to get moviegoers to the theater in the first week.

Strategic Approach:

  • 5 videos were posted 10 days before the premiere
  • Chief Creative Officer Caitlin Hill put two WebStars on the red carpet at the premieres, one in LA and one in New York, to capture the excitement using their unique perspectives
  • On the East Coast, the film’s stars such as Michael Sera and Fred Willard were stunned by the WebStar inquisition
  • On the West Coast, one WebStar interviewed the stars such as Fred Willard and the Director – he encouraged interactivity by awarding a prize package
  • The experience demonstrated that WebStars can perform, unedited in live situations

Results:

  • 1,772,608 views
  • Over 62,000 comments
  • Many of the comments indicate that the viewers did not know about the movie
  • The comments were critical because the majority of them show intent to purchase tickets to see the movie