The taste of promotion Challengers
"Challengers" is a feature film directed by Luca Guadagnino, which earned $25 million at the box office (to date, the film has already grossed over $90 million) and became the top rental film in the US three days after its release.
The movie is about the complex relationships between tennis players as they strive to find success in their sport and personal lives. The research aims to explore the features of the promotion of the film Challengers, which received positive reviews and feedback from critics and viewers during its promotional tour.
During the promotional campaign for the "Challengers" movie, which started on March 26, 2024, there was a twofold increase in audience engagement. The interactions with influencers attracted significant media attention and audience interest to the film: content analysis reveals that on average, influencers and their followers post 10 new blog posts each hour. During the first seven days of its rental, there were 16,600 mentions on social media, as well as in reputable publications such as The Guardian, The New Yorker, Elle, and The New York Times. Additionally, other publications like Variety, Vogue, and The Cut wrote about the film, including publications like Rules of Life and RBC Life.
As part of the promotional tour, the cast of the film traveled to more than 5 countries, including Italy, France, Great Britain, Australia, and the US. In each country, red carpets were held, featuring the director, actors, and fans. Fans had the opportunity to purchase merchandise related to the film, such as posters and souvenirs with images of the actors on them. Photocalls were held in Paris, where sculptures based on Louvre exhibits featuring tennis racket and balls were displayed. A preview screening of the film took place, followed by interviews with cast members on local TV shows such as The Tonight Show with Jimmy Kimmel, Jennifer Hudson's show, Good Morning America and Che Tempo Che Fa.
A prominent aspect of the film's promotion was the selection of images by stylist Law Roach for Zendaya, who played the lead role. Each look was created by renowned brands in a tennis-inspired style, causing a public stir. There were around 40 looks, including shoes with heels designed like tennis balls, covered by various publications including The Cut.
Several days before the film's release, the blog for the project began posting content from subscribers inspired by the tennis core theme of the film, using the hashtag #Tashamademewearit. Some of the fan photos were appreciated by Zendaya, which encouraged them to create more content on the film's topic. In celebration of the film's premiere in theaters, Zendaya wore a dress that was designed like a movie poster, which went viral on social media and created additional word-of-mouth marketing.
As part of the promotion for the film, the cast members attended a press conference hosted by BAFTA. Variety magazines and The New York Times published interviews with the actors and director. Vogue US and UK released two covers featuring interviews with Zendaya, as well as a photo shoot inspired by tennis and her work on the film. Additionally, a video called "Get Ready for the Premiere" was released by Vogue, in which Zendaya revealed that she had dyed her hair blonde for the promotional tour. This generated excitement around the film and helped to promote the project further. Changing the profile photo on social media, where the actress has 183 million followers, to a shot from the film further increased recognition for the project.
An important role in promoting the film was played by immersing the cast in the atmosphere of tennis. The main actors, Zendaya, Mike Faist, and Josh O'Connor, attended several tournaments, including the Paribas Open, where they met with Iga Swiatek, a professional tennis player. They also visited the Black Girls Tennis Club and a tournament in Monte Carlo. For the events, Zendaya chose images inspired by famous tennis players, such as Althea Gibson. In an interview, Zendaya said that she was inspired by Coco Gauff while on set. Half an hour after the interview was published Coco posted on the Women's Tennis Association blog that she would definitely attend the film premiere. Law Roach and Zendaya conducted a shoot inspired by the sporting achievements of Serena and Venus Williams, which gained about 300 000 likes and became a valuable resource for media coverage.
As part of the promotional tour, professional coaches conducted interviews about the actors' training process, praising the film for its visual component. Venus Williams supported the film through social media and attended the premiere, while Serena participated in an interview with Vogue to promote the film. Tennis player Naomi Osaka posted a video inspired by the aesthetics of the movie. To create an information guide after the end of the promotional tour and maintain interest in the film, a blog of the main character of the film - Tasha Duncan - and a magazine with the same name - "Challengers" - were created. Zendaya, who starred as Tashi's heroine, became the editor-in-chief of the publication.
During the promotional tour, drones were launched, creating the slogan "Her Rules. Her Game". Thanks to technology, this advertising received coverage on social media. Well-known brands and media decided to follow the trend and created content inspired by the movie: The Bleacher Report football media revised the film's screensaver with a football theme, and Bratz presented characters based on their dolls.
The main method of promoting the film "Challengers" is interaction with influencers. A special event was held for the fans before the premiere, themed around tennis, with quotes from the film. Guests were given merchandise such as shopper bags, scented candles, and sports paraphernalia. There was also a studio set up where content based on the film could be created and shared by influencers, encouraging subscribers to attend the premiere. On the day of the premiere, the cast surprised guests at some Los Angeles cinemas with attended several film premieres, also encouraging potential viewers to see it in the days after its release.
The main method of promoting the film "Challengers" is interaction with influencers. A special event was held for the fans before the premiere, themed around tennis, with quotes from the film. Guests were given merchandise such as shopper bags, scented candles, and sports paraphernalia. There was also a studio set up where content based on the film could be created and shared by influencers, encouraging subscribers to attend the premiere. On the day of the premiere, the cast surprised guests at some Los Angeles cinemas with attended several film premieres, also encouraging potential viewers to see it in the days after its release.
It's worth noting that memes are another tool for promoting films. After a promotional tour where tennis-themed outfits were worn by Zendaya, a meme of the actress in a tennis ball dress surfaced at the Met Gala. Another viral meme related to the film "3 Tickets to Challengers" featured characters from other works of art in difficult relationships, which was later embraced by fans. In addition to these memes, other memes indirectly promoting the movie also appeared during a promotional event. At a photo call in Paris, fans gave the cast a giant croissant and the I Told You T-shirt worn by the main character became a popular meme this summer. Audiences who saw the movie posted humorous content about sports scenes. They urged viewers to watch the film at least twice to understand the characters' inner world. After only a week after its release, media outlets wrote more than 1,000 articles about the movie, and blog posts from subscribers discussing the film and tennis were updated every half hour. This indicates a shift in public opinion and the film's popularity as a result of marketing efforts.
The interview with the cast and director, Luca Guadagnino, for publications including Icon Magazine, is also part of the promotion of the film. Those involved in creating and promoting the film can directly influence audiences' perception of the final product through their opinions. The effectiveness of promotion through social media influencers is significant. The audience for the film's official blog has grown by two times and continues to expand.
On May 4th, Saturday Night Live featured a skit based on the film starring Dua Lipa. Since its release, the film has already garnered 66,000 views in just five hours. The Guardian published an article by tennis player Andrea Petkovic, in which she wrote that she initially thought the film was unsuccessful, but after watching it, she recognized that it accurately portrayed her sport. As a result of our research, we have found that influencer marketing can be an effective tool for promoting Challengers in social media. Because of the diverse promotion and interaction that influencers provide, the film gains significant media attention and audience interest, which benefits its promotional strategy.
On May 4th, Saturday Night Live featured a skit based on the film starring Dua Lipa. Since its release, the film has already garnered 66,000 views in just five hours. The Guardian published an article by tennis player Andrea Petkovic, in which she wrote that she initially thought the film was unsuccessful, but after watching it, she recognized that it accurately portrayed her sport. As a result of our research, we have found that influencer marketing can be an effective tool for promoting Challengers in social media. Because of the diverse promotion and interaction that influencers provide, the film gains significant media attention and audience interest, which benefits its promotional strategy.
