Background

The Queen Live campaign was a multi-platform digital marketing activation designed to promote the “Queen Rock Montreal” limited engagement on IMAX screens across America. Something Massive was engaged to build and execute a media plan that would drive ticket sales across key DMAs, and respond to capacity reports on a daily basis.

We analyzed sales velocity and TAM along with historical sales data to help us designate priority markets along with growth markets that presented an opportunity to pop despite low expectations. Every day of the 6 week campaign, we were able to adjust based on sales reports, allocating money where it had the most capacity to drive results.

The results were a record-setting $2MM domestic box office, and the largest launch of an IMAX exclusive concert film.