The film industry looks to Bravoholics to save cinema.
cast member as she saunters into what one person on set describes as “Barbie’s dream closet”: a klieg-lit wardrobe wonderland decorated in hues of fuschia, flamingo and Pepto Bismol, chock-a-block with high heels, handbags, costume jewelry and pair after pair of aggressively fashion-forward sunglasses encased in a shrine-like vitrine.
A certain ineluctable logic governs this collision of worlds: television’s foremost fantasia of Birkin bags, spa days, private jet travel, and real-life Malibu beach houses infiltrating the most plastic realm there is. The “activation” — part of a multi-pronged promotional blitz that is currently playing out across TV, streaming, and social media — intends to promulgate word-of-mouth buzz for Warner Bros.
“You’re in their home,” Beauvais says of her fans. “They feel like they know you. And if you see these people all the time, that’s who you connect with.”Not just any people. Activations like these are targeted at the Bravoholics, a furious fandom of meme-pumping, podcasting, group-chatting, TikToking individuals who unleash torrents of updates, hot takes and rumors about any and allrelated behavior.
“When we produce custom content with our Bravo talent for movie studios across the industry, it drives between a 25 and 67 percent stronger likelihood to search for the film,” says Jamie Cutburth, executive vice president of creative partnerships for NBCUni’s advertising and partnerships group. “So we know these spots don’t just have people enjoying them. It inspires them to take action, which takes them one step further to purchasing a ticket.
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