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MGM Amazon Studios was looking to engage fans through a sustained campaign that capitalized on their partnership with the Angelika Theater in NY. We devised a cost-effective yet visually exciting installation that looked ripped directly from the high school set featured in the film, complete with bleachers, cheeky posters, and even a branded underwear banner!
The installation was unveiled the week of release at a private influencer screening event in which IHC curated the young and culturally diverse guest list to drive conversation online ahead of opening day. We shot and edited a short recap video of the evening that MGM used to further promote both the film and the installation, which was on display for the public to see for weeks after release.
Our hero display was a large-scale installation that felt ripped directly from the film set, incorporating title treatment, branding, and decor touches and details that allude to inside jokes from the film. It was accessible to all Angelika theater-goers and fans to explore and snap photos for a three-week period.
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We unveiled the installation at an exclusive screening of BOTTOMS and curated 200+ influencers for a high school throwback-filled night with a replica of Rockbridge Falls. The night followed with an appearance by the Vikings' well-endowed mascot, food, drinks, tunes from DJ SHALLOWHALO and tons of photo ops all hosted by comedian Sureni Weerasekera.
With so many great people in the room, we took the opportunity to capture and edit a special audience reaction reel immediately following the screening to use across MGM's social accounts.
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