![]() As for Kendrick, this is the best she’s been since Up in the Air. For Lively, this is her Sharon Stone in Basic Instinct moment: She stomps through the film like a femme fatale warrior-so gorgeous and mysterious and alluring, it was like she was constructed in a lab to the play this part. These early scenes between Emily and Stephanie-with Stephanie awkwardly stammering and desperate to appear nonchalant and Emily serving up blonde bombshell glamour and irresistible bitchiness-are the best in the film. Emily keeps insisting that she sank way too much money in the house and she’s cash poor, but she certainly seems like a woman who has it all. The well-appointed closet looks like something out of Vogue. She and Stephanie clearly have nothing in common, except their sons demand a play date, and once the tongue-tied Stephanie agrees to a mid-afternoon martini, Emily invites her over.Įmily’s house is a sleek, minimalist manse, with an in-your-face painting of a naked Emily-or, more accurately, Emily’s naked crotch-hanging in the living room. One day, an impossibly chic mother named Emily (Lively) shows up at school, exiting her car stilettos first. And her mommy vlog is specifically designed to make other moms feel inadequate.) (She signs up for all the volunteer positions on a class field trip. Stephanie (Kendrick) is the kind of prissy, perfectionist mom that all the other class moms-and one cheerfully bitchy class dad, played by the always welcome Andrew Rannells-resent. Here, the film noir genders are reversed: Yes, we have a beautiful femme fatale (Blake Lively), but the mark is not a haplessly horny man but a starstruck mommy vlogger (Anna Kendrick), who can’t believe this glamazon is paying attention to her. As for Ghostbusters, well, you already know how he flipped the script on that one. Spy was essentially a madcap Bond film, with female heroes and villains. It’s that rarest of creatures: a funny film noir.įeig has already demonstrated a knack for turning genre films on their heads. But the beauty of A Simple Favor lies not in its darkness, but its lightness. To amplify fan engagement as we approached release, we launched a sweepstakes on Instagram and Twitter asking users to participate in #SecretsRevealed and share spoilers of the film using nothing but emojis.One commercial for the suspense thriller A Simple Favor describes it as coming “from the darker side of Paul Feig.” Feig, of course, is the director who gave us the excellent comedies Bridesmaids and Spy and the recent Ghostbusters reboot. By doing this, we were able to reveal more secrets and subtly hint at the twisted relationship between the two main characters. We amplified this experience by creating in-world pieces that took them deep into the mind of Stephanie by showcasing her “vlog” and the research she would have done on her phone. We brought the film to life with Stephanie and Emily’s in-world Instagram accounts, developing a strategy that recreated what Emily’s disappearance would have looked like on social media while giving fans an opportunity to explore the mystery and uncover the clues that would lead them to a phone number that gave them access to advanced screenings. Our final phase focused on bringing fans right into Emily and Stephanie’s mystery through our in-world content and accounts. Over the course of the campaign, we found that pieces featuring Henry consistently received positive fan sentiment following his big screen debut, so we pivoted our strategy and tailored our creatives and copy to focus on him almost as much as we did on Anna and Blake. By working directly with them, we were able to harness their organic support and more authentically speak to our core audience.Īdditionally, we created custom pieces for talent that focused on the aspects of their characters that audiences would find the most fascinating and engaging. When our in-world accounts launched, we reached out to these fansites to give them a first hint that there was more to find in clues hidden within the posts. We reached out to fan pages across all platforms to get their support for the film and because of this, they consistently shared our posts with their followers and urged them to support the accounts. ![]() Given the star-studded cast’s significant followings on socials, we wanted to leverage Blake Lively and Anna Kendrick’s fan bases from the very beginning.
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