Marketing Lessons from “Fireproof”
This weekend, Fireproof shocked those who predict movie box offices by placing 4th in the box office race with a weekend take of $6.5 million. Even more impressive is its ranking second to the Hannah Montana Concert film in box office gross for films opening on less than 1,000 screens.
Congratulations to their marketing team. Lead by Provident Films and composed of many different entities working on their behalf, they put together screenings for the National Baptist Pastors’ Convention this summer (where the film had two screenings for more than 14,000 people), as well as showings in markets all across the country. Thousands of people saw the film in previews and then went back to their churches or other organizations and mobilized their friends.
Significant numbers of showings of the film were sold out – bought out by Action Squads. That is a testimony to what a strong grassroots marketing campaign (and a not insignificant investment) can accomplish.
Partnerships with ministries who have solid followings were also established: Focus on the Family, Family Life Today, and several other organizations partnered with the film and helped get theatergoers in to see the film.
The big question on everyone’s mind today: Does the movie have enough momentum to carry it through another weekend? With the success of its opening weekend, it will still be in theaters this weekend, but will new theaters be added, and are there more people who haven’t seen the film that will flood those theaters? Time will tell, but one thing is sure: Everybody’s watching.
My husband and I saw the movie the Friday night it came out. I laughed and I cried. It was very moving. The actors did an excellent job and the script was amazing. I am very thankful to the writters and producers and actors that are willing to step out and make movies that will really impact the lives of those who watch it forever. Thank you.
October 1st, 2008 at 11:18 am
One thing is for sure; the fact that they are doing these movies with amateurs and few professionals – but all are willing to work and achieve a common cause is testament that serving people in love will achieve great results. I pray that they will continue to be united and continue to grow spiritually as well professionally. I also like their film development strategy of releasing a movie every two years. It’s good accept what you are able to do and avoid trying to impress people.
October 6th, 2008 at 4:05 am
[...] talked about marketing before on this blog (here, here, and here), and looked at some great examples of grass-roots campaigns that got audiences into theaters by [...]
November 11th, 2009 at 2:51 pm