All aboard, movie fans…the 3:10 to Yuma is taking off.
You may have noticed that 3:10 to Yuma – the critically-acclaimed Western – had a #1 opening and was this weekend’s top box office draw. AdBrite played a part in the movie’s successful debut.
Lionsgate Entertainment, working through their agency Initiative Media, worked with the AdBrite network to place beautiful ads, reaching consumers across hundreds of specialty sites with a single buy.
The bulk of the campaign was aimed at the core audience: sports and outdoor enthusiasts. We targeted these enthusiasts and across a number of niche sites that were in our network and ready to go.
It’s obvious that 3:10 to Yuma is “a little bit country,” but we knew it could also be “a little bit rock and roll.” If you take a look at the preview (at bottom) you’ll see Christian Bale and Russell Crowe are Yuma’s stars.
At AdBrite, we knew there was an untapped female opportunity we could build the campaign around. What female movie-goer wouldn’t want to see a hot, dusty, Christian Bale—looking all…well, hot. So, we also tested the campaign across our female-skewing channels like Celebrity Gossip and Women’s Lifestyle.
AdBrite and Initiative worked together to optimize placements and creative throughout, building a custom campaign that maximized performance and effectiveness.
According to the L.A. Times, Lionsgate President Tom Ortenberg said, “Our success this weekend validates our release strategy. We wanted to be the first western into the marketplace and the first prestige film of the fall. With our critical and commercial success, we’re now well-positioned for the upcoming awards season.” (Full article here)
Congratulations to the teams at Lionsgate and Initiative on their successful launch.
As for me, I’m all aboard the 3:10 to Yuma, looking forward to my hot—(not so much dusty) – date with Christian Bale.
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