The bite in Tyler Perry’s BOO!
Influencers whoop ass at the box office
Tyler Perry’s BOO! A MADEA HALLOWEEN crushed it at the box office last month. It took first position with a $28 million weekend beating out Tom Cruise in JACK REACHER. On its second weekend, Madea whooped another guy named Tom, Hanks this time, to earned $17 million in first position over INFERNO.
Of course, Perry’s movies always make money. Because Perry knows how to make money making movies. But any way you slice it, BOO! was a huge win. It made back its $20 million budget in less than a week; already it’s the second highest grossing movie in the Madea franchise. BOO! managed to bust out beyond Perry’s traditional market (you know, the kind of people in SNL’s Black Jeopardy) to go younger, whiter, and wider.
The secret weapon?
Influencers.
WHY WE LOVE IT
This is the first Madea movie with a serious dose of influencers — who were part of the cast and key to the marketing plan.
All of the stars from the film dropped content: Tweets, Snaps, YT videos, and Instagrams of behind-the-scenes shots to build pre-launch buzz.
Bella Thorne, former Disney star turned influencer, snapped and tweeted to over 6.5 million fans.
Brock O’Hurn, “most handsome man on the internet,” posted to his 2.5 million Instagram followers.
Yousef Erakat, a Youtuber with just shy of 10 million subscribers, vlogged the production process with his co-stars, including Liza Koshy who has 5M subscribers. Erakat, also known online as FouseyTube, posted an emotional video to his YouTube channel in January with a genius clickbait title, “Dear Mama…I have a Secret…” where he invited his mom to walk the red carpet of the movie with him. His tearful call to his Mom has over 4M views.
Perry recruited influencers who aren’t new to the game. They know how to grab an audience.
It’s no surprise that Madea’s BOO! whooped ass.
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