SINNERS Symposium: Behind the Scenes of Movie Marketing

In this 2-part series, we’re sharing gems about fandoms, creators, and marketing movies from the TikTok SINNERS Symposium. Last week, Paola Mardo sat down with Ryan Coogler, Sev Ohanian, and Jocelyn Yates (@jocwatchlist) about making SINNERS, thinking about the audience, and creating content around movies. This week, we’re diving into the SINNERS marketing campaign from the perspectives of the production company, social media platform, and studio. On this episode, Proximity Media’s Chief Marketing & Operations Officer Terra Potts sits down with Gold House CEO Bing Chen, TikTok’s Global Head of Entertainment Partnerships Dawn Yang, and Cameron Curtis, Warner Bros. Global Digital Marketing Chief. They break down how to recognize a film’s potential in becoming a cultural moment, the important role creators played, and lessons learned from the viral marketing campaign for SINNERS.

CHECK OUT THE PREVIOUS EPISODE
SINNERS Symposium: How TikTok Creators are Fueling Viral Movies

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(00:00) Creators, you bring hope!
(02:54) Recognizing SINNERS can move culture
(04:30) Engagement with the film, by the numbers
(05:34) Trusting the community to create and interpret
(08:37) Bringing creators into the process early
(11:04) How fandoms are sustained
(12:44) Lessons learned form the marketing campaign
(16:18) Hope for the future of creatives

IN PROXIMITY IS A PRODUCTION OF PROXIMITY MEDIA
Host, Director, Producer: Paola Mardo
Executive Producers: Ryan Coogler, Zinzi Coogler, Sev Ohanian
Theme Song and Additional Music: Ludwig Göransson
Co-Director and Director of Photography: Patrick Epino
Sound Designer and Mix Engineer: Ken Nana
Editors: Patrick Epino, Ken Nana, Ben Caloza
Motion Graphics Designer: Apollo Baldoz
Associate Producer: Celine Mendiola
Production Coordinator: Joy Woo
Social Media Coordinator: Alexandria Santana
Production Intern: Ben Caloza
Footage: Mirrored Media for TikTok