Because this film was a huge critical success, yet underperformed at the box-office, our strategy was to recruit participating DJs to watch the film, and then talk about it on-air. DJs received mini-press kits including watermarked advance copies of the DVD. After watching the film, popular on-air personalities provided their personal, positive on-air testimonials expressing their praise for the film. The strategy helped the DVD to exceed sales expectations.

Total value: over $1.1 million
Total stations: 261 (61 in the top 50 ADI)
Total mentions: 10,186

Our marketing strategy targeted a different question: how do you increase sales of a DVD that will be a top-seller for the year? Working closely with our clients at Warner Bros., we decided to widen the demographic to specifically target African-American and Spanish-speaking demos. We partnered with Spanish-speaking and Urban format radio stations. Our strategy helped the Batman Begins DVD become 7th highest in DVD sales for the year.

Total value: over $520,000
Total stations: 26 (all in the top 12 ADI)
Total mentions: 874

In addition to on-air DVD contest giveaways, we secured live interviews with ‘Larry the Cable Guy,’ a strategy that proved wildly popular with DJs and fans alike. We also executed a 10-market event campaign at high traffic venues such as NASCAR races and college football games. This DVD eclipsed all sales expectations, nearly setting a record for Lionsgate in the number of DVD sales versus box-office performance.

Total value: over $1.2 million
Total stations: 463 (59 in the top 50 ADI)
Total mentions: 12,930