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A horror movie about a murderous AI doll has dashed box office expectations after a wacky and creative marketing campaign.
The first week of the new year is usually a snoozefest, but Android Thriller M3GAN brought in $30.2 million ($43.7 million) in its opening weekend.
This is a remarkable result for an original, unfranchised film with a modest budget of just $12 million ($17.3 million).
All the more impressive considering industry experts expected the film to make a much smaller splash at around $17 million to $20 million.
M3GAN We came close to beating James Cameron Avatar: Path of Water, From the top spot, it earned $45 million ($65.1 million) at the box office.
in the meantime M3GAN Having just arrived in American cinemas, the doll has been in the public’s mind for months. .
brief summary
M3GAN A story about a killer AI doll going on a rampage to protect its owner.
M3GAN, which stands for Model 3 Generative Android, was developed and created by Gemma (Allison Williams) and gifted to her niece Caddy (Violet McGraw).
Caddy is the sole survivor of a car accident that left her parents dead. She soon counts on her M3GAN as a friend and her guardian. The doll reminds her to do household chores and teaches her life lessons.
M3GAN forms an intense attachment and self-awareness after quickly bonding with Cady.
The theme of the film is very timely as society debates the role that AI technologies such as Dall-E mini, ChatGPT and LensaAI play in our lives.
But M3GAN It also attracts attention thanks to its viral marketing strategy.
self-aware marketing
M3GAN is not the only self-aware one. The same goes for marketing strategies for movies.
When a movie is first announced, movie studios often set up bland, discreet social media accounts.
Usually, you’ll only find snippets of movies, production photos, and promotional materials.
M3GAN turned this strategy upside down.
Instead of following mundane strategies, M3GAN A lot of accounts called @meetm3gan have a much more personal touch and you can see into the doll’s mind.
She is very conscious and aware of her surroundings, commenting on the latest pop culture and trending memes.
M3GAN proved she knows when she shared her own version of the Halloween costume meme back in October.
And she continued to insert herself into the online controversy.
When Celine Dion significantly dropped out rolling stones M3GAN, the 200 Greatest Singers of All Time list, revealed that she was also snubbed.
Sure, it’s all a little fun, but what’s the point of all this?
So, M3GAN had a mega fan base even before the movie was released.
If you doubt us, people were dressing up as M3GAN for Halloween 2022 — just weeks after the trailer dropped.
A glance at M3GAN’s social media comments filled with praise such as “Yas Queen” and “Love you bestie” makes it clear that the doll has found her people.
viral moment
like Netflix Wednesday We got a delicious boost thanks to Jenna Ortega’s viral dance performance. M3GAN It also began to thrive with its own creepy routine.
As soon as the trailer was released in October, people could only talk about M3GAN’s creepy dance moves.
In the trailer, she dances to the terrifying Ronnie Chen, performing “The Snake,” a bizarre octopus-like sway and handless cartwheel, before chasing her next victim.
This routine has become the film’s best marketing tool, with M3GAN popping up everywhere to emulate her moves.
M3GAN has been found in public stunts such as movie theaters, popular landmarks, and even late-night TV.
Earlier this week, M3GAN “interrupted” Allison Williams’ chat with Jimmy Fallon. The Tonight Showhanging on the stairs to perform her haunting choreography.
Also, at the NFL’s Los Angeles Chargers game, a large number of M3GAN dolls appeared, delighting and slightly disturbing onlookers.
And in case you’re still not convinced, never underestimate the power of viral dancing.
The hashtag #m3gan has a staggering 974 million views on TikTok, closely followed by #m3ganmovie (408.3 million) and #m3ganedit (107.8 million).
And Universal Pictures was apparently so impressed that they already have plans for a sequel. deadline report.
M3GAN Director Gerald Johnson said variety he was certainly more open M3GAN future.
“There are so many ideas we had and aspects of M3GAN’s personality that we want to explore. I am,” he said.
“I want to do one more, hopefully soon, while it’s still fresh in everyone’s minds.”
M3GAN is currently in Australian cinemas.
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