‘Materialists‘ Surpasses $100M Globally,Driven by Innovative International Marketing & Star Power
Sony Pictures’ Materialists has crossed $100 million at the global box office,a significant milestone for the indie film fueled by a targeted international marketing campaign and strategic appearances by stars Dakota Johnson and Choi Seung-hyun. The film’s success demonstrates a savvy approach to reaching diverse audiences through localized content and leveraging cultural moments.
The studio capitalized on talent, securing over 10 hours of interviews with Johnson and Song, and forging partnerships with high-fashion outlets including Elle Greece and Harper’s Bazaar Korea.Johnson attended the Karlovy Vary Film Festival in July for both Materialists and Splitsville, and made her debut at the Cannes Film Festival in May, where she spoke to Deadline about the movie. Song traveled to Paris (Champs-Elysées Film Festival), mallorca (Atlàntida Mallorca Film Fest) and the UK to promote the film.
Sony’s marketing team implemented a series of innovative global initiatives, including “Global Girls’ Night” and influencer screening programs.Unique, localized events like “Match-making Screenings” in Taiwan, speed dating events in Sweden, Colombia, and Finland, and “Team chris/Team Pedro” screening battles in Brazil generated buzz.
The studio collaborated with 46 bespoke international influencers across TikTok, META, and YouTube, amplifying their content globally. Localized campaigns included a partnership with Pinky Promise TV in Mexico, where creators posed relationship-centric questions to passersby, and collaborations with couple creators The Rahals in MENA, who created a scene-insertion video, and Camiso & Kassandra in France, who discussed relationship “red and green flags.”
Custom TikTok spots were designed to capitalize on trending topics, such as “Four Fantastic Reasons to see Materialists” coinciding with Choi seung-hyun’s promotional tour for The Fantastic Four: First Steps. In the Netherlands, fashion designer Claes Iversen designed a dress inspired by Lucy’s blue dress in Materialists for Loiza Lamers, winner of Holland’s Next Top Model, which thay debuted at The Young Patrons Gala from the National Opera & Ballet Netherlands.
Materialists is written and directed by Song. David Hinojosa, Christine Vachon, Pamela Koffler and Song served as producers, with Taylor Shung, Len Blavatnik, danny Cohen, Timo Argillander and Andrea Scarso as executive producers.
