How Avengers: Infinity Wars became the biggest movie to hit cinemas across Nigeria.

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The much-anticipated blockbuster from The Marvel Studios, Avengers: Infinity Wars, officially premiered on the 27 April 2018 across Nigeria.

The action-packed movie kept its views trapped in their seats as they witnessed Thanos, the Titan seize all the six Infinity Stones. Thanos becomes an unfathomable force, so powerful that the joint collaboration of all superheroes including those from Wakanda and other parts of the Galaxy does not prevent him wiping half the people on the face of the Earth. The movie ends with Director Nick Fury sending a distress signal to Captain Marvel.

Avengers: Infinity Wars is directed by Anthony Russo and Joe Russo and produced by the president of Marvel Studios, Kevin Feige.

Avengers: Infinity War is speculated to be the biggest worldwide film opening since 2002.

Film House picked up on this momentum by having us, SkillPatron’s City Marketing Unit distribute 3000 flyers in Ibadan, Akure and Benin. This way, no one missed out on all the action! Film House has kept to their word of changing the way we see cinema in Nigeria.

The brief

Filmhouse Cinemas approached us to originate and part-localise a fully-integrated advertising campaign for one of their biggest and most anticipated releases of 2018 – Avengers: Infinity War. They wanted a campaign that would position the release as a not-to-be-missed event, highlighting the ‘Unseen Edition’ as a hook for fans to discover new content.

Visit www.filmhouseng.com to check out the release dates and buy tickets to see all the latest blockbusters.

Below are a few snapshots from our marketing campaign in Akure, Benin and Ibadan.

The work

After originating the tagline ‘Curious for more?’ we executed a live countdown mechanic across a large-scale digital outdoor campaign, letting consumers know how many days until they could take get hold of the fifth ring!

We also created a digital advertising campaign, which generated 27m+ impressions10 press ad insertions reaching 6m+ readers, a bespoke cover wrap for several online & print magazines, as well as radio spots, and 40 retailer-specifi’c TV spots which aired on all main terrestrial and DSTV satellite channels over a two-week period.

The results

  • 521k units sold in week one, making it the biggest of 2018.
  • The third-highest week-one sales since 2014 (behind Frozen and The Hobbit)
  • Biggest ever OOH campaign for a DVD release
  • 1st DVD to ever appear on the BFI IMAX
  • 1st DVD ever to appear on the entrance landmark at Westfield White City
  • First ever most “mag cover” wraps for a DVD release
  • The highest ever pre order sales for a Marvle Studios title in Nigeria.
  • Highest pre-orders for an 18-certificate film on Amazon

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