Campaign Overview:
National Geographic came to Picture Motion with promote the film, fill seats, and strengthen audience engagement beyond theaters, while engaging youth audiences from disenfranchised communities around the outdoors and opportunities to pursue outlandish dreams. To address these needs, we developed a multi-pronged approach leaning on partnerships with educational institutions and organizations, creating content to disseminate to schools and collect from audiences (including a letter writing campaign between Alex Honnold and students), working with the PR team to create human interest stories, and producing local events in target locations where the film was releasing.
Campaign Elements:
Partnership development
Content strategy
PR support
Ticket sales
Events
Highlights & Results:
Directly led to 5K students seeing the film in theaters
Targeted outreach conducted across 15 cities contributed to heightened awareness and successful box office ticket sales for FREE SOLO’s theatrical release.
Contributed to highest per screen average for documentaries at the indie box office
Raised awareness and engagement around the theatrical release of FREE SOLO, while showcasing National Geographic’s commitment to inspiring young adults to follow their dreams and pursue their goals, no matter the obstacles
Supported a local urban middle school in NYC who filmed their own version of Free Solo in response to the field trip we organized. Raised funds to send them to a rock climbing school, got a video from Alex and NatGeo, and organized an event at their school around the film.
