Creating buzz across generations for a new movie release

Objective

Magnolia Pictures enlisted The Digital Dept. to build buzz and drive ticket sales for the theatrical release of Thelma. The goal was to reach culturally connected audiences, particularly younger demographics, through a combination of organic and paid influencer strategies.

Strategy

We launched a hybrid campaign: exclusive influencer screenings in NYC, LA, and CAA’s HQ delivered organic content and red carpet moments, while a paid layer activated key influencers to create high-impact posts driving visibility and ticket sales. The mix of experiential access and strategic content development ensured the film stayed top-of-mind across social channels.

Influencer posts extended well beyond event dates, generating sustained buzz. During the course of the campaign, our team activated over 60 creators and generated over 1 million impressions. The campaign’s success underscored how blending live experiences with targeted paid content can powerfully engage Gen Z and millennial audiences.