Queen of Knives

The Benetto family is scattered across Brooklyn, NY, and there’s no predicting where they will end up. Relationships keep shifting, generations try to adapt to an ever-evolving world, and everyone wonders—who exactly are the adults here?

Queen of Knives blends sharp, award-winning dialogue with a mix of comedy and drama that many of us can relate to. The story pulls you in with its raw, relatable characters and keeps you hooked until the very end.

THE CHALLENGE

Our challenge was to help bring Queen of Knives to market, primarily through its VOD (Video on Demand) release. With only a six-month window, we were tasked with developing an online brand, driving traffic to key digital platforms, and enlisting the help of the cast and crew to amplify the film’s release.

The goal was to create a buzz and reach niche audiences while navigating a competitive market of indie film releases.

Our Solutions

We crafted a custom marketing strategy roadmap designed to engage the right audiences and build momentum leading up to release day. Our multi-pronged approach included:

Social Media Campaign: We designed and executed a tailored social media campaign that focused on building a fanbase, leveraging behind-the-scenes content, cast interviews, and key story elements to draw audiences in. Consistent posts across platforms, along with countdowns to the release date, helped build anticipation.
Paid Media Ads: Targeted ad campaigns were created for various platforms, including Facebook, Instagram, and YouTube, aimed at reaching moviegoers with a preference for indie films, family dramas, and offbeat comedies. These campaigns were optimized for performance, using compelling visuals and key hooks from the film.
Grassroots and Influencer Marketing: We identified key influencers and micro-celebrities within the film industry, comedy, and drama spaces to promote Queen of Knives. Influencer partnerships, along with cross-promotion opportunities, helped expand the film’s reach to niche audiences that would resonate with its story. Additionally, we encouraged the cast and crew to use their own networks to spread the word, further amplifying the buzz around the release.

The Results

Through disciplined execution of our integrated launch strategy, Queen of Knives successfully built immersive pre-release anticipation, translating it into a noteworthy spike in viewership upon release. Some key metrics include:

Opening Weekend Success: The film saw a significant spike in viewership, with numbers exceeding the average for similar genre films on VOD platforms during its first weekend.
Increased Online Engagement: Social media engagement soared by 350%, with fan interactions and shares contributing to organic reach and buzz.
Expanded Audience Reach: Precision audience targeting allowed Queen of Knives to break into new niches, including indie film enthusiasts and fans of family dramedies, with over 50,000 targeted ad impressions driving traffic to VOD platforms.
Celebrity and Influencer Amplification: Leveraging known talent and influencers gave the film a boost in credibility, with endorsements and reviews spreading across digital channels, further fueling positive word-of-mouth.

Ultimately, the marketing strategy built anticipation, created a strong brand presence online, and helped Queen of Knives capture the attention it deserved upon its release.