Background

A troubled eleven-year-old boy at a prestigious East Coast music school clashes with the school's demanding choir master (Dustin Hoffman), in this inspiring drama co-starring Kathy Bates, Josh Lucas, Debra Winger and Glee's Kevin McHale.

 
 

THE CHALLENGE

The Independent film market has shifted around the world. The well publicised glut of blockbuster product has made it increasingly difficult for quality product to secure and maintain screen space. Research of the Australian film landscape shows that the days of $3-5 million dollar box office for films released on 100 screens or less are over, with only a handful of limited release titles cracking $2 million in the past 2 years. 

Print reviews were mixed, the film lacked a raft of strong 4 and 5 star reviews necessary to break out, necessitating a focus on the film’s other assets. 

Boychoir opened on April 23, 2015 alongside The Avengers: Age of Ultron - which amassed a box office of $21 million in only 1 week. We were also competing for screen space and share of voice against Fast and the Furious 7 ($41 million) and Cinderella ($21 million).

 
 
 
 

THE RESPONSE

The campaign from the ground up to position the film as described by one critic as “A lovely Mr. Holland’s Opus meets Dead Poets Society.” 

The theatrical trailer was reworked to promote two clear factors beyond the film’s story that promised to play well – a strong cast and "heavenly" music. 

The campaign was designed to attract two broad groups with a distinct female skew. The first comprising of older, upscale arthouse audiences and fans of the cast, as well as the Choir loving community and families. 

 
 
 
 
 
“This is a beautiful film - poignant, funny and filled with pathos.
The music is literally divine.”
— Kylie
 
 
 

The Result

A highly targeted awareness campaign that resonated with a discerning audience of choir music lovers. Overall the campaign was a success, and upheld Box Office attendances.

  • Number 1 box office for limited release in both week 1 and week 2.
  • 26,000+ competition entries.
  • 750,000+ video views.
  • In cinemas for over 4 months.
  • Achieved the highest box office result in the world.
  • Positioned the film for a successful Home Media release.