Five programs. Every channel.
Owned media sets the drumbeat, influencers supply the social proof, earned media builds credibility, paid media scales reach, and partnerships borrow existing audiences.
The five programs at a glance.
Bad Counselors organic social, email, and website.
- · Engagement graphics — polls, questions, challenges, interactive stories
- · Promotional graphics — tickets on sale, two weeks out, out now
- · BTS short + long form — production, EPK, exclusive previews
- · Film clips — short-form previews to prime the audience
- · TikTok-native creator content from talent on set
- · May 19 — Trailer launch toolkit
- · Jun 12 — Tickets-on-sale toolkit
- · Jul 4 → Jul 27 — Final-stretch push
- · @BetaAlphaDelta — film-universe TikTok handle for IP extension
Cast collabs, NIL athletes, Theater Counselors, and creator giveaways.
Coordinated trailer-launch + tickets-on-sale + opening-weekend collab posts across the principal cast, cameos, and audience-aligned creators. Each beat is delivered with creative kits, copy options, and links so talent can post natively.
348 athletes. Three coordinated Story drops on May 11, Jun 16, Jul 22 — Curiosity → Conversion → FOMO. Single-frame Stories with rotating polls and interactions to avoid identical posts across the roster.
The Theater Counselors program recruits youth pastors, small-group leaders, camp directors, and superfans to act as the local champion for Bad Counselors in their market. Each Counselor commits to fill seats at a specific theater — selling tickets to their community, organizing group outings, and hosting an optional post-screening conversation. In exchange, they receive a kit (graphics, copy, swag), a custom group-sales link, and recognition during the campaign.
Public announcement June 18. Active campaign window June 22 → July 20. Sign-ups flow through shop.badcounselors.com/pages/theatercounselors.
- · One Counselor per theater, market-by-market.
- · Counselor toolkit: graphics, video, captions, group-sales link.
- · Designed to layer with HMG Small Group Study guide and Bad Camp Dance Campaign.
- · Reward tiers tied to tickets sold + group sizes booked.
- · Bad Camp Dance Campaign
- · HMG Small Group Study guide
- · KSBJ Promo · WayFM Promo
- · Family Radio Christmas in July
Map of every active Counselor by theater and DMA — coming soon. Will show market coverage gaps so recruiting can target the holes.
Live ranking of Counselors by group-sales tickets sold. Top three at close win a featured reward tier.
Push the free-ticket offer across our social channels and cast collabs. Users comment CAMP and trigger a DM automation that sends them to a landing page where they receive the code.
- · Joe Christian Guy — confirmed
- · Kevin Lawson — confirmed
- · Mario Lopez — pursuing
- · Matt Cornett — likely
- · Additional cast — team recruiting
EPIC-led press + Chris Fenton's '100% American-Made' narrative.
EPIC Publicity runs the earned-media campaign: cast bookings across podcasts, morning shows, and the faith-media circuit; press-tour logistics; and trade narratives that position Bad Counselors as a theatrical event.
- · Cast press days with Cornett, Reed, Bassinger, Fodé.
- · Faith-audience outlets: radio, podcasts, digital culture.
- · General-market bookings where the story travels beyond the core.
- · Access Hollywood / Mario Lopez cycle already initiated.
A separate industry and B2B narrative led by producer Chris Fenton: the "100% American-Made Hollywood" story. Pitched to general-market trade and culture press as a case study in domestically produced, faith-forward, commercially viable film.
- · Trade press: entertainment business, finance, and production outlets.
- · B2B / industry: studios, exhibitors, finance partners, talent reps.
- · Positioning Loam and Fathom as a repeatable theatrical model.
Meta performance + advertising access to Joe Christian Guy's audience.
Paid amplification layered on Joe Christian Guy's highly aligned Christian young-adult audience. Access is structured as advertising exposure to his followers rather than pure organic posting — a controlled, scalable way to reach the core demo.
- · 2.5M+ TikTok · 1.5M+ Instagram followers.
- · Budgeted under Paid Media · Influencer line.
- · Creative kit + UTM tracking for attribution.
Strategic partners activating their channels for one opening weekend.
Multi-state Christian camp network activating their full digital + on-the-ground footprint.
- · Newsletter (Trailer Launch, TOS, Week of Release)
- · IG / FB Stories
- · Pre-roll dance videos (footage provided)
- · Theater Captain — AMC Thoroughbred
Single dedicated email send to a high-intent faith-buyer file.
- · Email send · 6/29
Cru-specific messaging focused on the Theater Counselors program; ticket giveaways via Cru promo code.
- · Internal Cru leader email · sent 6/18
- · Ticket giveaway code (Cru)
Major faith-broadcast network spanning radio, podcasts, and a national email file.
- · KSBJ / WayFM promos
- · World's Biggest Small Group Study guide
- · Email + on-air mentions
National Christian radio network providing owned-media saturation in 60+ markets.
- · On-air spots
- · Christmas in July promotion
- · Email + social