04 · Timeline
100 days. 30+ milestones. One opening weekend.
Phase Ladder
Where we are in the run-up.
01
Pre-launch
Apr – May 11
02
Curiosity
May 11 – Jun 12
03
Conversion
Jun 12 – Jul 4
04
FOMO
Jul 4 – Jul 22
05
In-Theatre
Jul 22 – Jul 27
Funnel target · 3B impressions → 80k purchasers → $2M GBO.
Chronological list
Every milestone, in order.
26
Apr → May 2
Milestone
Private Screenings
Talent, key youth program ambassadors, Family Radio staff.
4
May → May 8
Due Date
Completion of key art, trailer, website, social, press release, group sales program
11
May
Milestone
NIL Athlete Campaign · Curiosity beat
"NIL in movies now… yeah this is different."
12
May
Milestone
Exhibitor pitch finalized
12
May
Due Date
Short & Long Synopsis due
15
May
Milestone
Collide social posting begins
Tease pump — priming for trailer.
15
May
Due Date
Fathom digital assets due
19
May
Milestone
Trailer launch · 11 AM ET
Collabs w/ Cornett, Reed, Bassinger, Gamble, Joza, Fathom.
19
May
Milestone
Key Art launch · 2 PM ET
19
May
Milestone
Public announcement + Press release
25
May → Jun 22
Promotion
Bad Camp Dance Campaign
3
Jun
Milestone
Initial theater list compiled
4
Jun
Due Date
Fathom theatrical trailer package due
5
Jun
Milestone
Ticketing set-up begins
12
Jun
Milestone
Tickets on sale · Public
12
Jun
Milestone
Fathom webpage launch
15
Jun
Milestone
Fathom press release
16
Jun
Milestone
NIL Athlete Campaign · Conversion beat
"Bad Counselors tickets are live 🎟️ don't sleep on this one."
16
Jun
Milestone
Tickets-on-Sale announcement
17
Jun
Due Date
Feature + added-value content due
18
Jun
Milestone
Theater Counselor program announcement
19
Jun
Milestone
Theatrical trailer launch · public
22
Jun → Jul 20
Promotion
Theater Captains (Counselors) Campaign
22
Jun → Jul 6
Promotion
KSBJ Promo
25
Jun
Due Date
Theater walk-in content due
25
Jun
Milestone
Ticket Giveaway launch · #CAMP
1
Jul → Jul 5
Promotion
HMG World's Biggest Small Group Study guide
6
Jul → Jul 13
Promotion
WayFM Promo
6
Jul → Jul 20
Promotion
Family Radio Christmas in July
20
Jul
Milestone
Dallas Screening
22
Jul
Milestone
NIL Athlete Campaign · FOMO beat
"Bad Counselors out now 🎬 who's goin 👀"
22
Jul → Jul 27
Milestone
Theatrical Release — In Theatres