Mission-first. Then metrics.
Two audiences. One film. One North Star — built around the duality, not despite it.
This campaign is mission-driven before it is anything else. Every program is designed to bring the audience into a shared experience — to put youth groups, families, and skeptics in the same theater on the same weekend. Measurement follows mission: every initiative has a number attached, but the number serves the outcome, not the other way around.
Five outcomes the campaign is engineered to produce.
Finding the right people in the right place.
The ultimate youth-group movie they won't be embarrassed to invite their secular friends to. In test screenings, 97% said they'd strongly recommend it — they felt 'seen' by insiders poking fun at the same things they do.
Wants films that are safe for the family but don't feel like a sermon. Responds to redemption arcs, genuine humor, and the Kintsugi idea — beauty through brokenness. Grew up on Bella & The Bulldogs, High School Musical The Musical The Series and have nostalgia about their youth and camp experiences.
"Sometimes the biggest lie leads to the truth."
Owned · Influencers · Earned · Paid · Partnerships
50% of P&A is protected for Paid Media, where we can hyper-target the demo and access influencer audiences efficiently. The other 50% multiplies through Owned, Influencers, Earned, and Partnerships — leverage, not spend.
Six markets driving the launch.
Priority markets selected by booked theater density and the campaign's strongest boots-on-the-ground connections. The Cory Asbury × Forrest Frank tour (Jun 1 – Aug 1) overlaps several of these markets — those stops are layered on as activation moments, not the strategy itself.
Reverse-engineered from the goal.
$600k of marketing has to recoup against $2M of gross. At $13 avg ticket × 160k tickets = $2M opening. At a 2.5× theatrical-to-total multiplier, that's $5M total domestic gross. Improve any single multiplier and the downstream numbers compress in our favor.