Every day at Dittoe PR, clients from various backgrounds and industries bring exciting projects that challenge us and push us to the next level in public relations. Most recently, our team had the opportunity to bring the glitz and glam of the movie industry from Hollywood to Indiana by working alongside the talented production team of the critically acclaimed and award-winning film “COLUMBUS.”
Despite our limited background in film, this was a challenge our team welcomed with open arms and tackled triumphantly. “COLUMBUS” quickly made a name for itself after its debut at the 2017 Sundance Film Festival where it earned glowing reviews and awards for featuring the world-renowned architecture of Columbus, Indiana, alongside a deeply intellectual storyline about parental and family relationships. Its connection to the Midwest architecture mecca sparked the “COLUMBUS” director’s burning desire to create a larger-than-life splash in Indiana.
The film enlisted the Dittoe PR team to help promote the film statewide – with a greater focus in the Indianapolis and Columbus areas – through consistent, influential media coverage that would spark interest and drive ticket sales to the film’s opening at Keystone Art Cinema (Indianapolis) and YES Cinema (Columbus).
During the media relations push, Dittoe PR secured media opportunities with reporters throughout Indiana, connecting them with Kogonada, “COLUMBUS” writer, director, and editor, as well as lead actor John Cho, lead actress Haley Lu Richardson, and key contributors from the Columbus community. In addition to print, online, TV, and radio coverage pieces, the film appeared in organization’s e-newsletters and on influential social media pages. During premiere weekend, our team worked closely with the film’s cast, crew, and management teams to execute local media tours with relevant TV and print outlets, including the Indianapolis Star, Indianapolis Monthly, WTHR, FOX59, WISH-TV, RTV6, WZPL Smiley Morning Show, and more.
Media relations has been the core of our business for many years, but our PR services go far beyond media. We were also tasked with assisting in the event planning for the VIP film premiere events as well as planning and running a red carpet event in Columbus. Working alongside the talented team at Columbus Visitors Center and YES Cinema, we pulled off one of the biggest event weekends of the year for the Columbus community, and its hype carried into Indianapolis as well.
The film’s hometown premiere earned a per-screen-average of more than $15,000, beating out its initial New York and Los Angeles premiere just a month earlier. “COLUMBUS” went on to be the most popular film ever at YES Cinema by the end of its first week of screenings, selling out all of it 20 initial scheduled shows, and continuing to show through early October. Its popularity kept it around in Indianapolis as well, where it screened for more than a month. As the film approaches its iTunes release on Nov. 4, it boasts box office sales nearing $1 million.
After the Indianapolis and Columbus openings, the “COLUMBUS” team expanded Dittoe PR’s efforts into other markets, which allowed us to generate additional media attention in major cities like Phoenix, Chicago, and St. Louis, as well as more than 15 additional cities through Indiana. Altogether, our savvy PR skills secured more than 250 media hits, 68.5 million media impressions, and a total publicity value of $860,000.
If you are interested in learning more about how Dittoe PR can assist with outreach for your company or event, request a consultation today!