Embrem Entertainment

Situation Analysis

Embrem Entertainment, an independent film distribution company was launching a gay romantic comedy in New York and Los Angeles. The challenges were that this was a gay movie and may have limited appeal to mainstream audiences and that the movie had no recognizable stars. Also, the name of the film, Slutty Summer, presented some challenges to more conservative media.

Strategy/Implementation:

We positioned the film as a gay version of Sex and the City or Bridget Jones, to give it more mainstream appeal.  We sought out feature story opportunities, e.g. where the real-life stories of certain cast members emulated the plot of the film and organized and conducted several pre-release events to build buzz and excitement for the film.

Results:

The film garnered over 20 million media impressions, including the New York Times, Los Angeles Times, Reuters, Hollywood Reporter, Sirius Radio, New York Post, Village Voice, Time Out New York, as well as most key local/national gay/lesbian media.