What: We (truTV) paired up with FOD and Movement Strategy to carry out Impractical Jokers: The Movie #BreakTheBoxOffice Campaign for truTV's first-ever self-distributed independent movie release.
Goal: Leverage broader fans’ loyalty for an opening weekend that would earn the movie an expanded nationwide release, break into box office top 10, and deliver on ticket sales.
Target: Current Impractical Jokers fanatics, casual viewers and co-viewing audiences
Creative Strategy: Leverage their fanbase’s heavy engagement across social media and in real life to support the Jokers, positioning the Jokers as their fans have come to know and love them: outsiders…but this, of the movie world.
Digital/Social: Leaned into Jokers fandom, creating CTAs and social mini-contests while consistently releasing movie clips that leaned into elements relevant to the Impractical Jokers TV show.
Using data and insights, we cut a Movie Trailer that leaned into the 3 key elements that resonate with Jokers audiences, while consistently publishing short clips across social and digital.
IRL Activations: Together and separately, the guys hit key theaters across the country, meeting and greeting fans while watching the movie together with them.
Campaign Results, in brief:
The movie grossed $10.6M against an all-in budget of $3M. Week 1 earned $2.6M.
Ranked 11th nationwide despite its limited 357-theater release.
Expanded into 1.5K+ theaters by week 2, where it cracked into box office Top 10 nationwide.
