How Jacob Elordi Romance Pic ‘2 Hearts’ Is Staying The Theatrical Course During The Pandemic

EXCLUSIVE: Yes, there have been a number of film distributors — big ones — who’ve cut and run during the pandemic, jettisoning their movies onto PVOD or selling them outright to streamers as domestic exhibition hangs in a fractured state.

Of note in the 2 Hearts campaign was the pic’s social media universe for its trailer which according to RelishMix counts 44.2M YouTube views and another 11.2M on Facebook (86% of all views paid and boosted). Overall, Freestyle counts 60M views for the trailer across all platforms.

Says RelishMix, “A social conversation viral phenomenon that campaigns hope for, is where fans call-out their friends, weeks in advance of a release. We saw an early case in 2015 with Sisters, starring Tina Fey and Amy Poehler, which opened against Star Wars: The Force Awakens as counter programming. Gal-pal fans tagged their friends, it went viral and Sisters opened. Again, 2 Hearts chatted is indexing well as fans are piling on the convo with simple tags of their friends, especially on the heavily boosted Facebook clip with 10.7M views.”

“Over on YouTube, convo swirls around Tiera Skovbye, (‘she plays Polly Cooper on Riverdale‘) who counts over 1.1M followers combined on Instagram and Twitter — as well as Jacob Elordi who’s 10.1M Instagram followers await his activation,” adds RelishMix in their latest report to Deadline.

Elordi appeared on Today yesterday, and also was involved with special callouts which are being sprinkled around on social for press hits. The TV buy for 2 Hearts has been focused on the over 25 segment.

FULL STORY: https://deadline.com/2020/10/jacob-elordi-2-hearts-marketing-box-office-1234598154/