With Another Sweet Christmas, Great American Media entered theaters for the first time—challenging an audience that had only ever experienced our content at home to embrace a completely new viewing behavior.
The objective of the campaign was to successfully launch our inaugural theatrical original by building high-impact awareness, reframing audience expectations, and clearly communicating that this film was designed to be experienced on the big screen. Through a visually distinct and highly engaging promotional strategy, we aimed to elevate the movie as a must-see holiday event, educate viewers on this new distribution model, and drive excitement for a historic first for the brand.
To successfully introduce Great American Media’s first original theatrical release, the campaign needed to immediately signal that this experience was different from anything our audience had seen from us before. Traditional promotional tactics—movie clips, stills from set, or repurposed television assets would not be enough to break long-established viewing habits or communicate a theater-first premiere.
Our strategy centered on visual re-education. Every element of the campaign needed to unmistakably communicate where this movie was meant to be experienced. To achieve that, we anchored the entire launch around original content created inside a movie theater, ensuring that the setting itself became the message.
We hosted a dedicated photo and video shoot in a theater with the film’s lead talent, capturing a full suite of custom assets designed specifically to reflect the scale, energy, and communal nature of a theatrical experience. These assets served as the creative foundation for the entire campaign. To further maximize the moment and deepen audience engagement, we paired the content shoot with a special fan screening the same day, followed by a live Q&A with talent. The Q&A was recorded and offered as bonus content for audiences attending the film in theaters, reinforcing the value of the in-theater experience.
The rollout was designed to build momentum in phases. The campaign began with a curiosity-driven teaser that sparked conversation and speculation among our audience, prompting earned media coverage and early buzz. From there, we transitioned into a clear announcement phase, releasing a visually striking video that explicitly positioned Another Sweet Christmas as a theatrical-only premiere.
Following the announcement, we sustained awareness through the theatrical window with a consistent cadence of weekly posts—reminders, countdowns, ticket-purchase calls to action, and last-chance messaging, all rooted in the same theater-based visual language. This repetition was intentional: every touchpoint reinforced the idea that this was not a television release, but a big-screen event.
To extend reach and maximize impact, the assets created for social were shared across cross-functional teams and platforms, including email marketing, paid performance media, linear television promotion, and public relations. This unified approach ensured consistent messaging across all consumer touchpoints and led to national exposure, including featured coverage on Good Morning America, further elevating the theatrical positioning of the film.
The campaign successfully met, and exceeded its core objectives by generating significant awareness, driving high engagement, and clearly establishing Another Sweet Christmas as Great American Media’s first original theatrical experience.
Across social platforms, the campaign reached 15.9 million people, demonstrating strong awareness for a brand entering theaters for the first time. Engagement totaled 808,000+ interactions, signaling that audiences were not only seeing the content, but actively responding to the messaging and visuals designed to reframe how and where they could experience the film. For a title traditionally associated with at-home viewing, this level of engagement validated that the campaign’s theater-first creative approach resonated.
Beyond owned channels, the campaign extended its impact through high-profile earned media. Assets developed for the launch were featured on Good Morning America, delivering exposure to an estimated 5.6 million viewers and elevating the film from a network release to a nationally recognized entertainment moment. This coverage reinforced the theatrical positioning at scale and introduced the brand’s milestone to a broader mainstream audience.