King of Knives

Frank and Kathy are baby boomer parents; Sadie & Kaitlin are their millennial daughters. Frank is screaming towards a mid-life crisis. Kathy pretends she’s happy and doesn’t drink that much wine. Sadie is the good child; convinced her first and only boyfriend is the one to marry. Kaitlin is the rebel, the entertainer; the truth teller who will not filter how she’s feeling.

Over three days, with much drama and humor, this crap-happy family careens and skids straight towards a fateful anniversary. On the way, they realize they are more alike than they know.

THE CHALLENGE

Our challenge was crafting a digital strategy to prime and sustain VOD dominance for the feature “King of Knives” by generating gravity leading up to launch and through the release. This entailed collaboratively building an alluring online brand aura that was true to the film’s distinct intrigue while also engineering discovery touchpoints to amplify its reach and convert awareness into viewership.

Our Solutions

Our primary goal was systematically building anticipation and driving engagement for the “King of Knives” VOD release through an integrated promotional plan. This involved defining core viewership segments to precisely engage across marketing channels while securing celebrity endorsements to expand credibility. To spark early momentum, we created immersive lead-up campaigns channeling the film’s intrigue and provocative themes. Our sustaining strategy focused on perpetuating viewership beyond premiere week by scaffolding organic conversation triggers and targeted paid actions to retain mindshare.

The Results

Through disciplined execution of our integrated launch strategy, “King of Knives” successfully built immersive pre-release anticipation, translating it into a noteworthy spike in viewership above genre averages out the gate opening weekend. Precision audience targeting demonstrably expanded exposure in relevant niches while celebrity alignments further boosted credibility and positive sentiment leading up to release events.

The film was released on December 1st, 2020. With the coordinated launch framework comprehensively engineered in advance, viewership velocity remains exceptional, validating the strategically choreographed approach engineered for both short and long-term audience