When “Puss in Boots: The Last Wish” opened in theaters last December, the spinoff sequel in the “Shrek” universe began its box office run with an unremarkable $12 million. B…
” opened in theaters last December, the spinoff sequel in the “Shrek” universe began its box office run with an unremarkable $12 million. But the animated adventure, about a swashbuckling cat voiced by Antonio Banderas, has enjoyed nine lives on the big screen.
Much of “Puss in Boots: The Last Wish’s” slow-and-steady box office success is attributed to positive reviews, enthusiastic word-of-mouth and minimal competition from family films. But Universal’s marketing department also believes thatIt’s impossible to know how many TikTok users actually bought tickets to “The Last Wish.” But the studio has been closely tracking the stats, and since the trailer dropped on the platform in March, the film’s official @PussInBoots handle grew to 1.
“Most of the young audiences we are trying to get into the movie theater, they love to skip ads. So, instead of just buying an ad on TikTok and calling it a day, we said: ‘How can we engage them with content that feels organic to the platform?” says Caines. “What was great about DreamWorks and Universal is that they built a holistic campaign strategy that was created alongside the TikTok community rather than just speaking at them,” says Reia Davidson, TikTok’s vertical director of media and entertainment. “When entertainment marketers inspire the community to create with or for them, the campaign is just so much more successful and memorable.”
Executives at TikTok believe the platform helped the movie not only attract people on opening weekend, but sustain itself beyond its disappointing debut. After all, the film’s longevity is part of the reason it became a sleeper hit, and that has a lot to do with the community embracing it in different ways after it had been in theaters for some time.
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