Issa Rae is “still at the beginning of many ventures” with her production company Hoorae, which has recently achieved success with its movie “One of Them Days.” During a panel at the EbMaster Entertainment Marketing Summit presented by Deloitte on Thursday, Rae hinted at more projects to come from the studio: “This is our first studio film – our very first production as a company. There’s plenty more in the works that we’re very enthusiastic about.
On its debut in January, the buddy comedy ‘One of Them Days,’ distributed by Sony, raked in over $51 million at the box office. Despite facing a limited marketing and PR period, it successfully launched a viral campaign with stars Keke Palmer and SZA.”
Or, more colloquially:
“After Sony released ‘One of Them Days’ in January, the movie brought in over $51 million at the box office. Despite having only a small window for marketing and promotion, they managed to make a big splash with a viral campaign featuring Keke Palmer and SZA.
The trailer for “One of Them Days” was first shown in late October, with the movie scheduled for release on January 17th. This left little time for the Hoorae team to plan and execute a social media and promotional campaign, most of which had to start after the holiday season.
As a passionate movie critic, I wholeheartedly affirm that our aim is to resonate deeply with our primary audience, particularly Black women who will find this film truly inspiring – yet, the narrative transcends beyond that demographic. To achieve this, we’ve focused on a relatable and engaging theme: the power of friendship.
To amplify the impact, we executed an aggressive marketing strategy, capitalizing on our talented cast members and Issa Rae herself. Moreover, we crafted exclusive content that not only aligns with these themes but also speaks directly to our audience. The result is a compelling cinematic experience that I believe will captivate audiences everywhere.
In simpler terms, Francis mentioned that the Hoorae team created more than a hundred items of content for the “One of Them Days” advertising campaign, which helped them secure a spot as a finalist in this year’s Shorty Awards.
Francis stated that it was very resourceful; we were simply playing to our strengths, focusing on our creativity and our ability to connect with our audience.
Additionally on the panel were Rae, founder/CEO of Francis and Hoorae, Montrel McKay who is president of development and production, Talitha Watkins who heads ColorCreative, Stephanie Diaz-Matos who manages Raedio’s head of music supervision and creative sync, and moderator Jazz Tangcay from EbMaster‘s senior artisans editor.
Or:
Joining Rae, the founder/CEO of Francis and Hoorae on the panel were Montrel McKay (president of development and production), Talitha Watkins (ColorCreative president), Stephanie Diaz-Matos (head of music supervision and creative sync at Raedio), and Jazz Tangcay, a senior editor at EbMaster, who moderated the discussion.
McKay acknowledged that Palmer, SZA, and the other stars of “One of Them Days” film deserve a significant share of credit for the campaign’s success. He praised them for being incredibly accessible and eager in creating promotional content.
Half the challenge lies in getting people to attend, as McKay pointed out. We required more than just a simple turnout due to the nature of our project. I believe this is where we excel, since many can dilute their content and merely attract clicks, not genuine interest or engagement with algorithms. However, we managed to sustain that engagement to allow our movie to spread and reach its intended audience.
Rae expressed her pride towards the “One of Them Days” marketing team, along with acknowledging the successful collaboration between her production company and Sony in securing the film’s soundtrack.
Rae stated that since the movie had a distinct Los Angeles feel and they were fortunate enough to shoot it in LA thanks to Sony, they aimed to capture that ambiance. Specifically, they desired to infuse the film with a strong female vibe. There are tracks they still regret not including, but they’re pleased with having Flo Milli on the closing credits. Furthermore, they had an original Kiki Palmer song, and her multitalented abilities significantly contributed to the movie’s success. In terms of digital content, she frequently goes viral at will. All in all, they were happy with the tracks they got, but wished they could have had more.
It seems there are plans for a follow-up to “One of Them Days”. When asked about it by EbMaster’s Tangcay, Rae responded affirmatively, saying, “There is interest in a sequel! Given that you posed the question on stage, we will definitely make it happen.
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2025-04-24 23:47