BOSS BABY / GHOST IN THE SHELL

Social / Digital / Tracking / Tactics > Movies / TV / Streaming

FULL STORY: http://deadline.com/2017/04/ghost-in-the-shell-scarlett-johansson-boss-baby-beauty-and-the-beast-weekend-box-office-1202056616/

Even though Jeffrey Katzenberg has long left the DWA building, it’s great to see that the toon house hasn’t lost its sense of humor. Most of the animated movies that Katzenberg put his fingerprints on possessed a satirical sense of humor in the Airplane-sense of the word, going back to Disney’s Aladdin and continuing well beyond Shrek. Boss Baby‘s campaign continues to carry that comedic sensibility, and that’s paying off at the B.O.

Social Media monitor Relish Mix points out that in regards to online conversation for Boss Baby, “Baldwin’s performance of a know-it-all baby in a suit comes at a very opportune time.  Convo confirms that his portrayal of President Trump on SNL, now coupled with his iconic voice as a Boss Baby speaks to parental moviegoers.  Couple this casting/portrayal with DreamWorks Animation’s social reach – and automatic access to millions of kids’ eyeballs, and the campaign was off and running early, with millions and millions of views for the teaser and other quick clips posted to DWA’s YouTube channel.”

The teaser trailer for Boss Baby debuted online on Oct. 17th, and in theaters Nov. 4th with Trolls, becoming the best-performing trailer online in DWA’s history at over 100M Views. The full trailer followed online in sync with the opening of Rogue One and at 71M, it charted the second-highest performing trailer online in DWA’s history. On top of these social strengths came Jimmy Kimmel’s activation (he stars in the film as the baby’s father) with the late-night talk show host interviewing an animated-version of Baldwin’s baby. Over the last four days, that bit has earned 3.1M views on Facebook. RelishMix is gobsmacked by the size of Boss Baby‘s social media universe which counts 344.3M, well above last year’s average for a family-animated films (263M). “It is a little unusual for a film to be without an official Twitter and Instagram page, but, DreamWorks Animation has completely rolled over their official feeds on TW and IG to promote Boss Baby with a sizable social reach (7.9M),” reports RelishMix. Pic’s videos are going viral at a rate of 13:1 which is higher than the average for the genre last year (9:1).

RelishMix sharply observed that the film was challenged by an overall non-social and inactive cast. Even though Johansson doesn’t shy away from PR when it comes to her movies, there’s a wasted opportunity here in regards to her absence from social. This is an actress who is a millennial pin-up girl, beloved by males and she’s not meeting that audience head-on  with a Dwayne Johnson promo sensibility.

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