‘Coyote vs. Acme’ Crosses $100 Million: Inside the Underdog’s David vs. Goliath Marketing Campaign | Exclusive
We look at how the movie, dumped by Warner Bros., made a miraculous return thanks to efforts from Maximum Effort and 42West that leaned on its death and resurrection The post ‘Coyote vs. Acme’ Crosses $100 Million: Inside the Underdog’s David vs. Goliath Marketing Campaign | Exclusive appeared first on TheWrap .
"Coyote vs. Acme," a live-action/animation hybrid film, recently surpassed the $100 million mark at the global box office, marking an important milestone for an underdog movie. Despite being initially shunned by Warner Bros., the film was rescued and brought back to audiences by Ketchup Entertainment. The movie, based on a 1990 story, was shot in 2022 and was shelved for tax purposes by Warner Bros. in 2023, joining other high-profile films like "Batgirl" and the animated sequel "Scoob!
Holiday Haunt" that were also deemed un-releasable. Ketchup Entertainment, with the help of PR agencies 42West and marketing arm Maximum Effort, crafted a tailored marketing campaign that capitalized on the film's unique background. The campaign centered on the tagline, "The Movie ACME Didn't Want You to See," and successfully generated buzz and support for the movie.
Director Dave Green and Ketchup Entertainment CEO Gareth West expressed gratitude for the film's reception, mentioning that the audience rallied behind the underdog story. Maximum Effort, a company known for championing distinct, challenger brands, was instrumental in creating the campaign, embracing the "ACME as the bad guy" narrative.
The film's success surpassed expectations, even outperforming major films like Ridley Scott's "The Dog Stars" and Amazon MGM Studios' "Masters of the Universe."
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