To celebrate the rich comedic elements and diverse representation of Joy Ride, Lionsgate and Tremendous collaborated to present a night of laughter at the iconic Comedy Store in Los Angeles. This event was an extension of the core values of the film campaign, which was dedicated to uplifting diverse audiences in an authentic way, while embracing the film's irreverent and humorous spirit.
With an AAPI cast predominantly composed of women and nonbinary individuals, Joy Ride offered a unique opportunity for the AAPI community to see themselves represented in a major studio comedy in an unprecedented manner. This evening was hosted by Sherry Cola and featured Sabrina Wu, both stars from the film. The lineup boasted wonderful talent, including Fumi Abe, Jes Tom, Kiran Deol, JR Deguzman, Dylan Adler, Jermaine Fowler, and Yvonne Orji.
The core essence of this activation was to create a communal and safe space for uplifting AAPI, BIPOC and LGBTQ+ comedians while authentically showcasing the raunchy and comedic spirit of Joy Ride.
Lionsgate, Tremendous, and the filmmakers were committed to not only celebrating the groundbreaking Asian American representation in Joy Ride, but also highlighting and appreciating the film’s comedic essence. This gave us a unique opportunity to celebrate with our core audience and showcase comedic excellence in an organic way.
CELEBRATING THE FILM’S COMEDIC THEMES
The Joy Ride comedy night was a celebration of the film's irreverent humor and a platform to spotlight the outstanding talent of AAPI, BIPOC, and LGBTQ+ comedians. This event, thoughtfully designed as an extension of the overall values of the film's marketing and publicity campaign, aimed to highlight the film's universal themes while remaining true to its core audiences. It brought the AAPI community and a diverse audience together in an entertaining way.
CELEBRATING INCLUSIVITY
The Joy Ride Comedy Night was a celebration of inclusivity, uniting AAPI, LGBTQ+, and BIPOC audiences through comedy. Taking place during Pride Month, it served as a platform to amplify underrepresented voices while uplifting the raunchy, comedic themes of Joy Ride. The Comedy Night also served as a fundraiser for API Equality LA, a nonprofit dedicated to empowering the Asian & Pacific Islander community and promoting LGBTQ+ and racial justice. By curating a lineup that reflected the diverse identities of these communities, the Joy Ride Comedy Night uplifted the power of comedy to bring people together, promote positive change, and champion underrepresented voices.
ADVOCATES AND PARTNER SUPPORT
The Joy Ride Comedy Night garnered a wonderful turnout, attracting a diverse audience that included celebrities, influencers, and community leaders. The event not only celebrated diversity and comedy but also forged long-term champions for the film, bolstering its release. We also partnered Asian-owned businesses like Jollibee and Yogurtland, continuing the overall campaign’s value of uplifting AAPI leadership.
The Joy Ride Comedy Night was a resounding success on multiple fronts. It incorporated many of the overall campaign’s core values of inclusivity, authentic representation, and cultural thoughtfulness.
