Media Strategy & Focus:

• Positioned as a once-in-a-lifetime opportunity to see newly restored NASA footage of the Apollo 11 mission.

• Targeted history buffs, space enthusiasts, and STEM educators.

• Focused on the IMAX-quality restoration as a key selling point to differentiate from prior Apollo documentaries.

Media Plan & Execution:

• Pre-Launch (6 months out)

  • Partnered with NASA and the Smithsonian to validate the documentary’s scientific accuracy.

  • Exclusive behind-the-scenes featurettes on National Geographic, Science Channel, and NASA’s official website.

  • Paid social campaigns on Facebook and Instagram targeting space exploration fans and STEM educators.

  • High-impact video placements on YouTube and Google Display Network showcasing remastered moon landing footage.

• Launch Phase

  • Influencer collaboration with leading space scientists and astronauts, including Chris Hadfield and Neil deGrasse Tyson.

  • Email campaigns to Fathom Events subscribers, driving pre-sales via exclusive “First to See” VIP ticketing access.

  • Nationwide screening events at science museums and planetariums, providing a theatrical experience for space enthusiasts.

  • Limited-edition collectible posters and ticket stubs available only through Fathom screenings.

Creative & Messaging Approach:

• "Experience history as it was meant to be seen: Fully restored, larger than life."

• IMAX-specific messaging: "The most immersive Apollo 11 experience ever."

• Leveraged nostalgia and national pride through archival interview snippets of astronauts and mission control.

Results:

• Grossed $15 million+, setting a new record for a documentary event.

• Sold out screenings in over 50% of venues nationwide.

• Extended three additional weeks due to high demand.

Media Strategy & Focus:

• Leveraged nostalgia for Fred Rogers to attract older audiences and new generations.

• Positioned as "a tribute to kindness and empathy in a divided world."

• Targeted former PBS viewers, educators, and parents with young children.

Media Plan & Execution:

• Pre-Launch (4 months out)

  • Partnered with PBS and Mister Rogers’ Neighborhood Foundation to create exclusive throwback content.

  • Custom Instagram Story filters allowing users to try on Fred’s iconic red cardigan.

  • Facebook event listings with ticketing links targeted at Millennial parents and Gen X nostalgia seekers.

• Launch Phase

  • Nationwide “Cardigan Day” social media campaign: Fans encouraged to wear red sweaters to screenings.

  • A special pre-screening message from Tom Hanks, building hype ahead of the 2019 A Beautiful Day in the Neighborhood biopic.

  • In-theater activations where children could write messages on kindness walls.

Creative & Messaging Approach:

• "One man’s kindness changed the world—step into his neighborhood again."

• "The documentary that reminds us: We all need a little more Mr. Rogers in our lives."

• Emotional storytelling using archival footage of Fred Rogers speaking about childhood and love.

Results:

• Grossed $22 million, making it one of the highest-grossing documentary films ever.

• 50% of screenings held special Q&A discussions, increasing engagement.

• Fathom’s social engagement grew by 300% over the campaign period.

Media Strategy & Focus:

• Marketed as an adrenaline-fueled, IMAX-worthy experience.

• Targeted outdoor adventure enthusiasts, climbers, and IMAX documentary fans.

• Highlighted the visual scale of El Capitan, ensuring audiences understood why it demanded an IMAX screening.

Media Plan & Execution:

• Pre-Launch

  • Teaser clips distributed in REI, Patagonia, and North Face email newsletters.

  • Partnership with National Geographic to promote the film across their channels.

  • "Can You Handle Heights?" challenge on Instagram, utilizing vertigo-inducing shots from the film.

• Launch Phase

  • Special Q&A sessions with Alex Honnold, broadcasted live across theaters.

  • Co-branded outdoor activations with Red Bull, GoPro, and Columbia Sportswear.

  • Facebook and YouTube video ads focusing on tense climbing moments.

Creative & Messaging Approach:

• "The most daring feat in climbing history—captured in stunning IMAX detail."

• "No ropes. No limits. No second chances."

• Messaging emphasized courage, human achievement, and breathtaking cinematography.

Results:

• Grossed $29 million, breaking records for a documentary of its kind.

• 20% increase in IMAX documentary ticket sales from previous films.

• Won the Academy Award for Best Documentary Feature.

Media Strategy & Focus:

• Emphasized Peter Jackson’s groundbreaking WWI footage restoration.

• Targeted history buffs, educators, and military families.

Media Plan & Execution:

• Pre-Launch

  • Exclusive behind-the-scenes content explaining Jackson’s process in colorizing century-old footage.

  • Partnered with WWI museums and veterans’ organizations to hold special preview screenings.

• Launch Phase

  • Interactive social campaign: "Share Your WWI Family Story."

  • Geo-targeted ads around historical landmarks and veteran memorial sites.

Creative & Messaging Approach:

• "For the first time, WWI as you've never seen it."

• "History brought to life through the eyes of those who lived it."

Results:

• $20M+ box office, one of the highest-grossing documentaries of all time.

• 40% of attendees were first-time Fathom Events customers.

Media Strategy & Focus:

• Marketed towards nature lovers, animal activists, and fans of Jane Goodall.

• Focused on IMAX visuals enhancing the breathtaking African landscapes.

Media Plan & Execution:

• Pre-Launch

  • NatGeo partnership: Exclusive Jane Goodall interviews published across platforms.

  • Targeted scientific and educational institutions for pre-release screenings.

• Launch Phase

  • Facebook Live Q&A with Jane Goodall.

  • Email marketing to NatGeo subscribers.

  • Limited-edition movie posters featuring Jane with chimpanzees.

Creative & Messaging Approach:

• "A life devoted to the wild, brought to life on the big screen."

• "Discover the untold story of Jane Goodall."

Results:

• Became NatGeo’s highest-grossing documentary release ever.

• Extended screening engagements in select markets due to demand.

Media Strategy & Focus:

• Targeted Beatles superfans, music historians, and general audiences nostalgic for the Fab Four’s golden era.

• Positioned as the definitive documentary on The Beatles’ touring years, offering never-before-seen footage and exclusive interviews.

• Leveraged cross-generational appeal, marketing both to Baby Boomers (who lived through the era) and Millennials/Gen Z discovering The Beatles through streaming platforms.

Media Plan & Execution:

Pre-Launch (5 months out)

• Exclusive content partnerships:

  • Rolling Stone and Billboard released early teaser footage and interviews.

  • SiriusXM hosted a dedicated Beatles station with behind-the-scenes discussions.

  • Apple Music and Spotify launched exclusive playlists featuring tracks from Beatles’ tour years.

• Digital & Social Advertising:

  • Facebook & Instagram ads targeted Beatles fan groups and users engaging with music documentaries.

  • Google Display Network banner ads across music review sites (Pitchfork, NME, Variety).

  • YouTube pre-roll ads before Beatles music videos.

Launch Phase

• Nationwide fan screenings with live pre-show Q&As featuring Paul McCartney & Ringo Starr.

• Influencer activations: Musicians, radio hosts, and Beatles historians encouraged fans to relive the golden era in theaters.

• Limited-edition Fathom Events collector’s tickets and exclusive Beatles memorabilia giveaways for early ticket purchases.

Creative & Messaging Approach:

• "The Beatles as you've never seen them before."

• "From Liverpool to the world stage – the inside story of Beatlemania."

• "Only in theaters, only for a limited time." (creating urgency)

Results:

• Grossed $12 million globally, becoming one of the top-grossing music documentaries of all time.

• 75% of attendees were aged 50+, but significant engagement among younger audiences due to streaming-driven Beatles discovery.

• Extended for additional screenings due to high demand.

Media Strategy & Focus:

• Marketed as a powerful, must-see documentary on race relations in America.

• Targeted social justice advocates, educators, and politically engaged audiences.

• Leveraged James Baldwin’s literary legacy to attract both scholars and general audiences.

Media Plan & Execution:

Pre-Launch (4 months out)

• Strategic partnerships with universities & civil rights organizations:

  • Hosted private screenings for NAACP, ACLU, and Black Lives Matter chapters.

  • Pre-release discussions at Harvard, Howard University, and UCLA.

• Earned Media & PR Campaign:

  • Featured in The New York Times, NPR, and The Atlantic as a must-watch film in light of ongoing civil rights conversations.

  • Hosted discussion panels with civil rights leaders, activists, and scholars.

Launch Phase

• Facebook & Twitter ads targeted politically engaged users discussing racial justice, literature, and civil rights.

• High-impact display ads on The Guardian, HuffPost, and The Root.

• Influencer marketing via social justice activists, urging audiences to watch and discuss.

Creative & Messaging Approach:

• "James Baldwin’s words still ring true today."

• "History. Resistance. Identity. A must-see for our times."

• "Watch the film that everyone is talking about."

Results:

• Earned $7.7 million in box office revenue, making it one of the highest-grossing civil rights documentaries.

• 95% Rotten Tomatoes score, leading to word-of-mouth-driven success.

• Received Academy Award nomination for Best Documentary Feature.

Media Strategy & Focus:

• Positioned as "The Spellbound of Science Competitions," targeting STEM students, educators, and families.

• Marketed as an inspirational, feel-good documentary about the next generation of scientists.

• Collaborated with tech companies (Google, Microsoft) to engage future innovators.

Media Plan & Execution:

Pre-Launch (3 months out)

• Early screenings at science museums & tech hubs.

• Featured on TED Talks’ social platforms and Reddit’s r/Futurology & r/AskScience.

• Paid Digital Ads:

  • Facebook & Instagram carousel ads targeting teachers and STEM students.

  • YouTube pre-roll ads before science-related content.

  • Google search ads targeting parents looking for educational documentaries.

Launch Phase

• Partnered with Google Science Fair for ticket giveaways.

• Influencer strategy: NASA scientists, Bill Nye, and Neil deGrasse Tyson promoted screenings.

• Q&A screenings with young competitors in select cities.

Creative & Messaging Approach:

• "The future belongs to the curious."

• "Meet the young minds shaping tomorrow."

• "A competition like no other—because the world depends on it."

Results:

• Grossed $3.5 million, exceeding expectations for an educational documentary.

• Used as educational material in 300+ U.S. schools.

• Led to a significant uptick in Google Science Fair applications.

Media Strategy & Focus:

• Marketed as a global fan event, targeting Depeche Mode superfans and music lovers.

• Leveraged FOMO (fear of missing out) with a one-night-only event model.

• Focused on emotional fan stories intertwined with concert footage.

Media Plan & Execution:

Pre-Launch (5 months out)

• Exclusive ticket pre-sales via Depeche Mode’s official fan club.

• Email blasts and direct messaging on Spotify & Apple Music to Depeche Mode listeners.

• Paid Digital Campaigns:

  • YouTube video ads featuring iconic Depeche Mode concert moments.

  • Facebook & Instagram carousel ads targeting rock and electronic music fans.

Launch Phase

• One-night-only screening event in 70+ countries.

• Partnered with Rolling Stone, NME, and Billboard for exclusive interviews.

• Special edition merchandise giveaways for attendees.

Creative & Messaging Approach:

• "More than a concert. More than a documentary. A global fan experience."

• "Depeche Mode like you've never seen before."

• "One night only. One global moment."

Results:

• Sold out screenings in multiple international markets.

• Over 100,000 tickets sold in 70+ countries.

• Became one of the highest-grossing music documentaries of 2019.

Media Strategy & Focus:

• Focused on David Bowie’s artistic legacy and deep connection with fans.

• Marketed as a rare opportunity to experience his life’s work in theaters.

Media Plan & Execution:

Pre-Launch (4 months out)

• Music magazine partnerships (Rolling Stone, NME, Mojo) featured exclusive clips.

• Paid social ads targeting Bowie fans on Facebook & Instagram.

• Collaborations with David Bowie fan clubs & record stores.

Launch Phase

• Nationwide theater lobby exhibits showcasing Bowie’s costumes & artwork.

• Special fan Q&A screenings with Bowie collaborators.

• Exclusive post-screening tribute performances in select cities.

Creative & Messaging Approach:

• "Step into the world of David Bowie—one night only."

• "A visionary. An icon. A legend."

• "The art, music, and mind of Bowie, in stunning detail."

Results:

• Generated $5.6 million globally, surpassing projections.

• 60% of screenings sold out in advance.

• Increased streaming and music sales of Bowie’s discography post-screenings.