This Christmas exceeded all expectations coming in at #2 grossing $27.1 million and having a better per-theater average than the #1 movie Enchanted.
Part of the success of This Christmas is being attributed to LSM's and Atlanta based marketing company campaign of strategically targeting the African American market via popular Historically Black Colleges and Universities (HBCU) football events and by organizing private screenings of the film in 10 markets, all of which were hosted by faith based and/or civic leaders and organizations. Producer Will Packer said “grassroots marketing works and I haven’t seen any other agency successfully execute this style of marketing consistently like LSM”.
BloggersThoughts: Bottom line ‘This Christmas’ success is the use of non traditional marketing methods.
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