A24’s The Disaster Artist is an outrageous movie about an infamously outrageous person. So…we came up with an outrageous idea.
We played into our core cult film audience with an “in-the-know” creative concept; a phone number plastered on a Los Angeles billboard with an in-character James Franco on the other end of the line. To broaden our audience and to spark conversation, we enacted a social PR program and uploaded videos of the recorded calls between fans and James Franco to Facebook.
Ultimately, we brought audiences into the theater and received Oscar recognition. Disaster avoided.