Tangled

Grossed $200M domestically and was the #1 film during its second week of release.

Challenge

Overcome the cultural challenge of promoting a film that revolves around a girl with 70 feet of ‘magical’ blond hair to AA audiences and press.

Strategy

‘Reclaimed the narrative’ by highlighting the current popularity of ‘black hair’ (e.g. Willow Smith’s “Whip My Hair,” Sesame Street’s “I Love My Hair” song featuring an AA puppet).

Results

Results

Grossed $200M domestically and was the #1 film during its second week of release.

Secured 36 million media impressions prior to opening weekend.

Recruited “Real Housewife of Atlanta” Lisa Wu-Hartwell as a Tangled Ambassador & host of our ATL Tastemaker Screening.

Online media coverage secured on MediaTakeOut, AOL Cambio, BET, BOSSIP, TheYBF, ESSENCE, Sister 2 Sister, RollingOut and more.