A new way to market movies: A Simple Favor

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A new way to market movies: A Simple Favor

Before marketing for the movie began, I had never heard of the book A Simple Favor. The majority of the movie’s targeted demographic probably hadn’t either. However, when one of the leading actresses, Blake Lively, deleted every post on her Instagram and unfollowed her equally successful husband, Ryan Reynolds, the world noticed. Aside from the fact that she humbling retains over 23 million followers, a complete deletion of a celebrity account is always noticed. Soon after the purge of content, Blake posted cryptic messages that hinted at the tagline of A Simple Favor , which was “What happened to Emily?” This gained a great deal of media attention, and book sales went through the roof. Not to mention, it got the social media conversation started. Blake began this campaign months ago, which gave her plenty of time to upload a steady stream of movie related content to her page. Almost every post she has made has had a least one reference to the movie. Which means, at a minimum, 23 million people were well aware of A Simple Favor‘s future coming. The movie hit theaters Friday with a solid $16 million box office opening weekend.

So the question is, would this movie had been nearly as successful as it was without Blake’s Instagram marketing tactics? Personally, I think not. It was not a well known book and does not follow the cookie cutter mold of movies in today’s cinematic scene. However, this digital tactic brought it to the forefront of people’s minds and paved a way for smaller movies to be the focus of conversation.


Emily Olson

Emily Olson

September 18, 2018at 12:03 pm

When Blake Lively wiped her entire Instagram clean, I was shocked beyond belief. It’s remarkable how nothing at all, or the the absence of marketing can cause such intrigue and interest for consumers. It certainly is a great tactic to use to engage potential customers.

Lesly Servin

Lesly Servin

September 18, 2018at 2:11 pm

Great post! I also heard about Blake Lively’s social media tactics for this movie and it was simply genius. If she wouldn’t have put in the effort the film would have not been as successful as it was. Also, because she is a high profile celebrity and because she is an Instagram and Twitter queen, this tactic worked very well. If it were someone less high profile, it may not have worked as well.

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