‘Materialists‘ Surpasses $100M โGlobally,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 byโค stars Dakota Johnson and Choi โSeung-hyun. The film’s success demonstrates a โsavvy approach to reaching diverse audiences through localized content and leveraging culturalโฃ moments.
The studio capitalized on talent, securing over 10 hours โofโ interviewsโ with Johnson and Song, and โforging โขpartnerships with high-fashion outlets including Elle Greece and Harper’s Bazaar Korea.Johnson attended the Karlovy Vary Film Festival in Julyโ 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-Elysรฉes Film Festival), mallorca (Atlร ntida Mallorca Film Fest) and the UK to โpromote the film.
Sony’sโฃ marketing team implemented a seriesโ of innovative global initiatives, including “Global Girls’ Night” and influencer โscreening โขprograms.Unique,โ localized events like “Match-making Screenings” in Taiwan, speed dating events in Sweden, Colombia, and Finland, and “Team chris/Team โPedro” screening battles in Brazil generated buzz.
The studio collaborated with 46 bespoke international influencers across TikTok, META, โandโค YouTube, amplifying โtheir content globally. Localized campaigns included aโ partnership withโ Pinky Promise โTV in โMexico, where creatorsโข posed relationship-centric questions to passersby,โ and collaborations with couple creatorsโ The Rahals in MENA, who created a scene-insertion video, and Camiso & Kassandra in France, who discussedโ relationship “red and green flags.”
Custom TikTok spots were โdesigned to capitalize on trending topics, such โฃas “Four Fantastic Reasons โขto see Materialists” coinciding with Choi seung-hyun’s promotional tour โfor The Fantastic Four: First โฃSteps. In the Netherlands, โfashion designer Claes Iversen designed โa dress inspired by Lucy’s blue dress โคinโ Materialists โข for Loiza Lamers, winner โof Holland’s Next Top Model,โ which thay debuted at The Young โคPatrons Gala from the National Opera & Ballet โNetherlands.
Materialists is written and directed by Song. David โHinojosa, Christine Vachon, Pamela Koffler and Song served as producers, with Taylorโค Shung, Len Blavatnik, dannyโข Cohen,โฃ Timo โฃArgillander and Andrea โขScarso as executive producers.