Crank
Designing Hook Points to elevate an independent action film starring Jason Statham and drive ticket sales on a limited marketing budget
Goal
Create brand awareness and drive ticket sales
Introduction
When the independent action film Crank was released, it faced a significant challenge: a limited marketing budget. However, with the help of Hook Point the movie generated an impressive $42 million at the box office with just a $12 million budget. Hook Point's innovative marketing strategies helped Crank succeed.
Background
Crank was an action film starring Jason Statham. The studio decided against screening the film for critics or the press before its theatrical release. As a result, the filmmakers heavily relied on web advertising to promote the movie.
Challenge
As an independent movie, it faced challenges in a crowded marketplace. It had a limited budget for traditional marketing, so it had to find alternative ways to generate buzz. The movie was smaller than most action films, which made it difficult to attract attention.
Solution
Hook Point pioneered the first-ever YouTube influencer marketing campaign for Crank, leveraging the top YouTube users of the time to engage with the film's stars and ignite excitement. This audacious and innovative strategy successfully generated significant buzz and interest among potential viewers.
Results
Thanks to Hook Point's marketing strategies, Crank earned an impressive $42 million at the box office, with just a $12 million budget. This is a staggering result for an independent action film of this size. Moreover, the success of Crank led to a sequel, which generated additional sales and cemented the movie's place in pop culture history.
Indeed, a number of filmmakers and actors specifically highlighted Crank as a top Statham film, showcasing how an inventive organic approach can elevate a project overlooked by conventional marketing strategies.
Summary
The movie's unconventional marketing campaign proved that with the right plan, a successful outcome is possible, even for smaller films.
