STOREFRONT OPTIMIZATION

Box Art Optimization

Roundtable Featurette

Vanity Fair First Look

Vanity Fair ran the first look of the film on June 9 and featured interviews with Michael Grandage and Robbie Rogers. The piece positioned the film perfectly by highlighting the relevant themes of the film and the timeliness and cultural significance of this story, earning 1.47M engagements in the first 24 hours post launch.

Toronto International Film Festival

MY POLICEMAN and Harry Styles took over the Toronto International Film Festival on Sunday, September 11. The first major screening of the campaign was set to the backdrop of thousands of screaming fans supporting Harry and the film.

London Film Festival / Global Junket

On Thursday, October 13, talent participated in a virtual, global press day timed to our London Film Festival premiere. We completed nearly 100 solo and paired interviews for 60+ outlets across 11 different territories globally.

On Saturday, October 15 we had our premiere at London Film Festival. The film played to a completely full house and engaged audience. We also held ten wide selection screenings on Sunday, October 16 across the UK, all of which were sold out.

LA Premiere

Event Coverage

We had extensive on-the-ground social coverage at all three red carpet events for at TIFF, LFF and the LA Premiere. Social coverage of these events provided inside-access to fans and helped My Policeman to trend globally during each red carpet event.

Custom Social Creative

Using film footage, we created a suite of custom content to post throughout the campaign, highlighting the individual characters and their relationships with each other.

Talent Content

We captured a variety of custom talent content including elevated photography, a cast & filmmaker roundtable, fan Q&As answered by our cast, and more. This is content fans can only find on Prime Video and Amazon Studios to push brand linkage, awareness, and views.

Toronto International Film Festival

The influencer team partnered with the social team in collaboration with queer TikTok creators Chris Olsen + Davis from What’s Poppin' at the Toronto International Film Festival. Chris Olsen was a hit as our red carpet correspondent and a sensation amongst fans. What’s Poppin? With Davis! also joined us at TIFF in the fan pit interviewing fans outside of the red carpet to capture the excitement and energy of the moment. Both TikTok creators posted their experience on their socials to drive powerful buzz and engagement around My Policeman and give our very passionate fans an opportunity to engage with the film.

My Policeman Themed Dinner + British Double Decker Experience

20 top-tier influencers experienced an evening of My Policeman inspired dinner and immersive photo moments. The night started off with a 1950’s English themed dinner at one of LA’s premiere restaurants Horses, with nods to the film throughout the dining experience giving creators a variety of opportunities to share content promoting the film. Influencers then boarded a My Policemen branded British navy blue double decker bus to encourage them to create and post authentic content surrounding launch. The night wrapped at the Harry Styles concert for a fun end to their evening.

My Policeman Influencer Content Experience + Screening

The Influencer team hosted a group of 75 diverse creators at a one-of-a-kind content experience at LA's premier event venue, the Hollywood Athletic Club. The activation included various bespoke photo moments such as a Museum photo wall, Police box photo booth, and a digital portrait experience all inspired by the film. Creators (followings 100k – 2M+) participated in immersive content opportunities to support the launch organically. Following the reception, influencers were treated to an advance screening of the of the film.

Digital

ENTERTAINMENT WEEKLY HOMEPAGE TAKEOVER

OUT.COM HOMEPAGE TAKEOVER

Spotify

ADDITIONAL TAKEOVERS FOR REVRY/MIRROR DIGITAL/EQUAL PRIDE/ CONDE NAST

Outdoor

Brooklyn NY wildpost corner barricade

LAX outdoor digital billboard

LAX IN-AIRPORT DIGITAL CREATIVE

OOH bulletins and digital executions

Newspaper: LAT and NYT 1/2 page ads

Book to Screen support: The Synergy team has partnered with Books Retail and Goodreads to lean into the co promotion of the PV title and the book by Bethann Roberts the title was based on.

Goodreads supported the read before you watch book club social beat and is set to support the show launch with digital advertising and email campaigns. The book club campaign delivered ~95K impressions with a .3% CTR.

Books Retail will support the launch beat with:

Reciprocal detail page placements direction cross promotion between the show and kindle detail pages.

Social amplification of “seen on set” assets showing the cast or set with the book.

IMDB PTP

Inclusion of the Book in the X-Ray shoppable tile on the show.

Amazon Live Prime Early Access Sale Featurette

An exclusive featurette from My Policeman was made available to view on Amazon Live as part of the first ever Prime Early Access Sale. The stream was also supported with PR and social amplification from Amazon Live. Total views exceeded goal by 56% and in 20.5 minutes of air time (across 5 showings) the My Policeman video drove approximately 384K views. Their posts on Instagram had a reach of 25K and an additional 22K views.

Prime Student

Organic social promotion of trailers and key art targeting Prime Student members.

Awards has leaned into the strong ensemble performance as well as the film’s craftsmanship including production design, costume design, cinematography, editing and score as we continuously engage voters, awards press, and pundits. Below are highlights from past screenings as well as what is to come ahead of the upcoming voting windows.

AWARDS SCREENINGS

BAFTA/AMPAS screenings kicked off at TIFF and will continue through January.

Awards Marketing

Bespoke Screener packaging sent to voters worldwide

The strategy behind the theatrical release is to elevate the film’s profile, qualify for awards consideration, satisfy talent obligations, and generate awareness via in-theater marketing tactics. Our goals included releasing in 250-400 theaters (green at 380) and generating 18MM impressions (green at 25M) from in-theater marketing materials and messaging exhibitor loyalty members.

My Policeman will have a global footprint, with the UK and BR leading the charge. In the UK, premiere OOH placements as well as sponsorship of Harry Styles’ “Music for a Sushi Restaurant” video premiere are putting My Policeman at the forefront of audiences’ minds. Brazil has leaned heavily into partnership with premiere influencers to support the LA premiere. Additionally, My Policeman has high-impact editorial social support on @primevideobr channels. Screenings in London, New Zealand, Brazil, and Mexico are positioning My Policeman to build customer love and talkability globally - and it's already trending in many international locales.