There were team-ups with key influencers across Instagram and TikTok for hosted Watch Parties, thematic crafts & recipes, beauty, drag queens, and custom videos to celebrate the movie. 9 and was released online immediately after, that piece yielding 20M views, with the momentum continuing.Īll in, the social media universe for Hocus Pocus 2 spanned 201M followers, spiked by custom stickers, GIFs, character emojis, and a Snapchat AR lens. The second trailer was revealed as a surprise to fans attending Disney’s D23 Expo on Sept. That piece garnered over 43.5M views in the first 24 hours, and the reaction was overwhelmingly positive at 90% on social media metrics. The campaign officially kicked off in June with the surprise debut of the first trailer online. “It was the simple idea of these three iconic characters returning,” says Disney Studios President of Marketing Asad Ayaz, “We started the campaign with the tagline ‘We’re Back, Witches.’ And that line served as the ultimate marketing hook of these three actresses coming back 29 years later.” This success of Hocus Pocus 2 was propelled by a D-Day marketing campaign, not unlike that which Disney would execute for any of their theatrical tentpoles. 30, teachers showed up wearing Hocus Pocus shirts at a local Santa Clarita, CA elementary school reading “I Smell Children”.ĭisney’s proper reading of tea leaves resulted in Hocus Pocus 2bewitching the masses, with the movie not only the most-watched ever on Disney+ to date, but notching a Nielsen record for a streaming movie in its first weekend with 2.7 billion minutes views. Still, Disney was always aware of the heated fandom for this film: On the sequel’s drop date of Sept. The re-release had something of a day-and-date release, with an airing on Disney sister cable network Freeform two nights before its theatrical and the pic’s star, Bette Midler, live-tweeting. All of this was enough of a litmus test for the Burbank, CA-based studio to move forward with a reteam of Midler, Sarah Jessica Parker, and Kathy Najimy as the Sanderson sisters. This despite the fact that during the first of weekend of October 2020, when New York and LA theatrical markets were shuttered, the Disney theatrical re-release of Hocus Pocus led the box office with around $1.7M.
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