Sep 04, 2018
Audience data reveals how creative marketing led to a record-breaking opening.
Paramount Pictures’ “A Quiet Place” broke the mold of the traditional horror movie and found a top spot among the blockbusters of 2018 thanks to unique marketing and the power of its star husband-and-wife duo.
The film, which marked the directorial debut for John Krasinski, who stars in the film alongside his real-life wife Emily Blunt, raked in $50 million domestically in its opening weekend on April 6. That’s the biggest opening weekend ever for an original horror story and the third-ever for a horror film opening, trekking slightly behind 2017’s “It” and “Paranormal Activity 3” in 2011.
But what led to this outsized box office success? According to the box office receipts, the movie attracted a wider audience than horror movies of years past, according to Movio, a leading movie data, analytics, and marketing company. It had a growing appeal among women and audience members age 50+. That trend was supported by a marketing plan that was designed to highlight the film’s multi-quadrant appeal.
From early on in the development of the marketing plan, “we were trying to figure out what moves can we make that widen the gate and let a broader audience in. This is a film that transcends that age 13-34 female-skewing horror audience,” explains Brice Tidwell, VP of brand strategy at Paramount Pictures. “The film took off and had these incredible legs, largely driven by the older audiences that show up the second and third weekend.”
To learn from the film’s success, we asked the data scientists at Movio to compare weekly attendance patterns and demographic data such as age, gender, and ethnicity of ticket-buyers. As well, we delve a bit deeper into the creative marketing strategy behind the campaign.