How Bird Box should've done marketing on TikTok, Instagram & YouTube.
A 6.9-rated film that underperformed its own budget at the box office. The story was fine. The marketing wasn't. Here's the campaign Createable would've run and what it would've done to that opening weekend.

Five years after an ominous unseen presence drives most of society to suicide, a survivor and her two children make a desperate bid to reach safety.

Bluegrass Films, Chris Morgan Productions
United States of America
Bluegrass Films, Chris Morgan Productions catalog includes titles with built-in audiences that are still active on social. Createable builds a short-form marketing engine across the entire library — driving streaming discovery, franchise awareness, and owned audience growth at a CPM paid channels can't touch. This page covers Bird Box. Every title in the library gets the same treatment.
Avg. CPM across campaigns
$0.44 – $1.91
Views generated for Angel Studios
300M+ in 17 days
Followers built in 60 days
200K+
Trusted by
Angel, FOX, Lionsgate, Paramount+
Bluegrass Films, Chris Morgan Productions has a catalog. We have the engine to work it.
This page covers one film. Every title in your library has a built-in audience that's still out there. We'd build a campaign for all of them.
They spent $19.8M making it. But not enough marketing it.
Bird Box grossed $0 on a $19.8M budget. A box office miss. Put even 1% of that production budget into Createable and the opening weekend looks completely different.
Production Budget
$19.8M
Budget
Posts
Views
CPM
Box office gross: $0 on a $19.8M budget. The film found its audience eventually through word of mouth. Createable would've made that happen before the credits rolled on opening night.
Monologue Moments
Isolated dialogue scenes with emotional weight, the kind that stop the scroll and get saved.
Plot Twist Teasers
Clips that cut right before the reveal. Driving comments, saves, and “I need to watch this again” behavior.
Soundtrack Sync Edits
Cinematic scenes re-cut to trending audio. The most iconic moments from the film, reframed for the algorithm.
Quote Cards + Voiceover
Text-on-screen quotes from the film's most memorable lines, overlaid on B-roll or stills. Tagline-driven content.
Lore & Detail Breakdowns
“Details you missed in {movie title}” a format that rewards rewatches and pulls in new audiences through curiosity.
Legacy Ranking Content
“Why {movie title} is still one of the best” opinion-bait content that drives comments and debate in the replies.
We don't promote films. We turn them into conversations.
Most movie marketing is linear. Trailer, TV spot, forgotten. Createable builds a content engine that puts the film into people's feeds before they've decided to watch it.
One film. Three platforms. Hundreds of millions of impressions.
TikTok, Reels, and Shorts each have their own algorithm, their own audience, and their own content format. We run all three at the same time — natively formatted, never cross-posted.
Tiktok
TikTok rewards emotional hooks in the first 2 seconds. We'd put Bird Box scenes in front of film fans before they've even thought about watching it.
Deploy 15–30 second emotional peak clips — the scenes with the most emotional weight.
Target #FilmTok, #CinematicMoments, and #MustWatchMovies communities — combined 8B+ views.
Run 'details you missed' and 'ranking' formats to drive comment engagement and algorithmic reach.
Distribute across 20–50 faceless film account network for maximum FYP reach without brand fatigue.
Instagram Reels
Reels rewards saves. Cinematic films are built for it — quote overlays, colour-graded edits, the kind of content people bookmark and come back to.
Cinematic colour-graded edits with text overlays — quote cards and 'best scene' compilations.
Target film appreciation communities — combined reach of 500M+ on Instagram.
Cross-post top-performing TikTok clips natively — no watermarks, re-edited for Reels aspect ratio.
Build a @Bird BoxFans derivative account to capture followers and build an owned audience asset.
YouTube Shorts
Shorts is the only platform where a 60-second clip can convert directly to a full-film stream. Every post is a funnel. Curiosity to commitment.
Deploy 'scene breakdowns' and 'why this film is a masterpiece' formats — YouTube's audience skews older and more analytical.
Build a dedicated 'Bird Box Clips' YouTube channel — the algorithm rewards consistency and subscriber growth.
End-screen CTAs driving viewers to the full film on streaming, direct conversion path from Short to stream.
Leverage the film's 9.3/10 TMDB rating as a hook — high-rated films are proven click-drivers on Shorts.
The US market is just the start.
Produced in English, but the story travels. TikTok has no borders. We’d run subtitled and clipped formats across the markets where Bird Box already has a following.
Primary Markets
English-language TikTok audiences — highest CPM and engagement rates.
Expansion Markets
Subtitled formats targeting high-TikTok-penetration markets with strong film culture.
A film that found its audience without any real marketing.
Word of mouth did the work back then. We'd do it at scale now. This is the 5-phase campaign we'd run to make Bird Box feel like it just dropped and get a new generation to stream it.
Month 1
Library Build
Clip the entire film. Identify 80+ high-potential scenes. Sort by format: monologue, emotional peak, plot hook, quotable moment. Build the content library before a single post goes live.
Month 2
Acceleration
Push 1,250+ posts across the network. Test clip formats, caption styles, and audio strategies in parallel. Find out which scenes stop the scroll — then do more of that.
Month 3
Optimisation
Cut what's not working. Scale what is. Add 'legacy ranking' and 'lore breakdown' formats to pull in viewers who want more than just clips.
Month 4
Viral Flood
Maximum volume. Every Drama fan on the internet sees The Shawshank Redemption content within a 2-week window. TikTok, Reels, and Shorts running at full capacity simultaneously.
Month 5
Omnipresence
The film feels like it's everywhere. Organic creators start posting on their own. Streaming searches spike. The studio owns the audience network we built — and it keeps growing after the campaign ends.
9227 people on IMDB already love this film. None of them are in your CRM.
A 6.9 rating means the fandom is real and vocal. We'd build a network of owned accounts to capture that audience so the studio keeps them, not the platform.
TMDB Audience Score
6.9
Films with a score above 8.0 consistently outperform in the "recommendation" and "must-watch" clip formats — the highest-converting content type on TikTok.
Your Owned Audience Network
We build a network of branded fan accounts across platforms. Owned by you, run by us. Each account targets a different niche within the film's audience. When the campaign ends, you keep the accounts, the followers, and everything we created. Angel Studios benchmark: $1/follower.

@Bird BoxFans
~55K in 60 days

@Bird BoxOfficial
~55K in 60 days

@Bird BoxClips
~55K in 60 days

@Bird BoxFilms
~55K in 60 days
CPM comparison — Createable vs. paid channels
Google Ads
$25 CPM
Meta / Facebook Ads
$18 CPM
Createable Mass Distribution
$1.00 CPM
Projected Views
0
Based on $50K at $0.58 CPM avg.
Posts Deployed
9,227
10–14 day campaign window
Est. Engagement
9M
Based on 10.97% avg. eng. rate
Effective CPM
$1.00
Kev James Hype benchmark
What a $50K Bird Box campaign actually looks like.
These are benchmarks from campaigns we've already run, not projections from a pitch deck. A Horror, Thriller, Drama title with a 6.9 rating and 9,227 ratings. Real numbers.
What the pipeline produces.
From film studios to global brands. The same system, the same results.
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Dark Horse Entertainment, New Line Cinema

X2
Professor Charles Xavier and his team of genetically gifted superheroes face a rising tide of anti-mutant sentiment led by Col. William Stryker. Storm, Wolverine and Jean Grey must join their usual nemeses—Magneto and Mystique—to unhinge Stryker's scheme to exterminate all mutants.
The Donners' Company, Bad Hat Harry Productions, 20th Century Fox

Three Billboards Outside Ebbing, Missouri
After seven months have passed without a culprit in her daughter's murder case, Mildred Hayes makes a bold move, painting three signs leading into her town with a controversial message directed at Bill Willoughby, the town's revered chief of police. When his second-in-command Officer Jason Dixon, an immature mother's boy with a penchant for violence, gets involved, the battle between Mildred and Ebbing's law enforcement is only exacerbated.
Blueprint Pictures, Cutting Edge Group, Fox Searchlight Pictures, Film4 Productions

Dune
Paul Atreides, a brilliant and gifted young man born into a great destiny beyond his understanding, must travel to the most dangerous planet in the universe to ensure the future of his family and his people. As malevolent forces explode into conflict over the planet's exclusive supply of the most precious resource in existence-a commodity capable of unlocking humanity's greatest potential-only those who can conquer their fear will survive.
Legendary Pictures

Aladdin
A kindhearted street urchin named Aladdin embarks on a magical adventure after finding a lamp that releases a wisecracking genie while a power-hungry Grand Vizier vies for the same lamp that has the power to make their deepest wishes come true.
Walt Disney Pictures, Rideback

Soul
Joe Gardner is a middle school teacher with a love for jazz music. After a successful audition at the Half Note Club, he suddenly gets into an accident that separates his soul from his body and is transported to the You Seminar, a center in which souls develop and gain passions before being transported to a newborn child. Joe must enlist help from the other souls-in-training, like 22, a soul who has spent eons in the You Seminar, in order to get back to Earth.
Walt Disney Pictures, Pixar

A Beautiful Mind
John Nash is a brilliant but asocial mathematician fighting schizophrenia. After he accepts secret work in cryptography, his life takes a turn for the nightmarish.
Universal Pictures, Imagine Entertainment, DreamWorks Pictures

Insurgent
Beatrice Prior must confront her inner demons and continue her fight against a powerful alliance which threatens to tear her society apart.
Summit Entertainment, Red Wagon Entertainment, Mandeville Films, NeoReel, Lionsgate

Night at the Museum
Chaos reigns at the natural history museum when night watchman Larry Daley accidentally stirs up an ancient curse, awakening Attila the Hun, an army of gladiators, a Tyrannosaurus rex and other exhibits.
1492 Pictures, 21 Laps Entertainment, 20th Century Fox, Ingenious Media, Sun Canada Productions

Jaws
When an insatiable great white shark terrorizes the townspeople of Amity Island, the police chief, an oceanographer and a grizzled shark hunter seek to destroy the blood-thirsty beast.
Zanuck/Brown Productions, Universal Pictures

Kingsman: The Golden Circle
When an attack on the Kingsman headquarters takes place and a new villain rises, Eggsy and Merlin are forced to work together with the American agency known as the Statesman to save the world.
20th Century Fox, Marv Films, Cloudy Productions, TSG Entertainment, Shangri-La Entertainment

Mr. & Mrs. Smith
After five (or six) years of vanilla-wedded bliss, ordinary suburbanites John and Jane Smith are stuck in a huge rut. Unbeknownst to each other, they are both coolly lethal, highly-paid assassins working for rival organisations. When they discover they're each other's next target, their secret lives collide in a spicy, explosive mix of wicked comedy, pent-up passion, nonstop action and high-tech weaponry.
Epsilon Motion Pictures, Weed Road Pictures, Regency Enterprises, New Regency Pictures, Summit Entertainment, 20th Century Fox

Zodiac
A cartoonist teams up with an ace reporter and a law enforcement officer to track down an elusive serial killer.
Paramount, Phoenix Pictures, Warner Bros. Pictures

The Usual Suspects
Held in an L.A. interrogation room, Verbal Kint attempts to convince the feds that a mythic crime lord, Keyser Soze, not only exists, but was also responsible for drawing him and his four partners into a multi-million dollar heist that ended with an explosion in San Pedro harbor – leaving few survivors. Verbal lures his interrogators with an incredible story of the crime lord's almost supernatural prowess.
Bad Hat Harry Productions, Blue Parrot Productions

Looper
In the futuristic action thriller Looper, time travel will be invented but it will be illegal and only available on the black market. When the mob wants to get rid of someone, they will send their target 30 years into the past where a looper, a hired gun, like Joe is waiting to mop up. Joe is getting rich and life is good until the day the mob decides to close the loop, sending back Joe's future self for assassination.
TriStar Pictures, FilmDistrict, Endgame Entertainment, DMG Entertainment, Ram Bergman Productions, FilmNation Entertainment

One Flew Over the Cuckoo's Nest
A petty criminal fakes insanity to serve his sentence in a mental ward rather than prison. He soon finds himself as a leader to the other patients—and an enemy to the cruel, domineering nurse who runs the ward.
Fantasy Films

21 Jump Street
In high school, Schmidt was a dork and Jenko was the popular jock. After graduation, both of them joined the police force and ended up as partners riding bicycles in the city park. Since they are young and look like high school students, they are assigned to an undercover unit to infiltrate a drug ring that is supplying high school students synthetic drugs.
Columbia Pictures, Relativity Media, Original Film, Metro-Goldwyn-Mayer

Birds of Prey (and the Fantabulous Emancipation of One Harley Quinn)
Harley Quinn joins forces with a singer, an assassin and a police detective to help a young girl who had a hit placed on her after she stole a rare diamond from a crime lord.
Warner Bros. Pictures, DC Films, LuckyChap Entertainment, Clubhouse Pictures, Kroll & Co Entertainment

Full Metal Jacket
A pragmatic U.S. Marine observes the dehumanizing effects the U.S.-Vietnam War has on his fellow recruits from their brutal boot camp training to the bloody street fighting in Hue.
Natant, Stanley Kubrick Productions, Warner Bros. Pictures

Maze Runner: The Scorch Trials
Thomas and his fellow Gladers face their greatest challenge yet: searching for clues about the mysterious and powerful organization known as WCKD. Their journey takes them to the Scorch, a desolate landscape filled with unimaginable obstacles. Teaming up with resistance fighters, the Gladers take on WCKD’s vastly superior forces and uncover its shocking plans for them all.
Temple Hill Entertainment, Gotham Group, TSG Entertainment, 20th Century Fox

Men in Black 3
Agents J and K are back...in time. J has seen some inexplicable things in his 15 years with the Men in Black, but nothing, not even aliens, perplexes him as much as his wry, reticent partner. But when K's life and the fate of the planet are put at stake, Agent J will have to travel back in time to put things right. J discovers that there are secrets to the universe that K never told him - secrets that will reveal themselves as he teams up with the young Agent K to save his partner, the agency, and the future of humankind.
Columbia Pictures, Hemisphere Media Capital, Amblin Entertainment, Parkes+MacDonald Image Nation, Imagenation Abu Dhabi FZ

Back to the Future Part III
The final installment of the Back to the Future trilogy finds Marty digging the trusty DeLorean out of a mineshaft and looking for Doc in the Wild West of 1885. But when their time machine breaks down, the travelers are stranded in a land of spurs. More problems arise when Doc falls for pretty schoolteacher Clara Clayton, and Marty tangles with Buford Tannen.
Universal Pictures, Amblin Entertainment

Kong: Skull Island
Explore the mysterious and dangerous home of the king of the apes as a team of explorers ventures deep inside the treacherous, primordial island.
Legendary Pictures, Tencent Pictures

John Wick: Chapter 3 - Parabellum
Super-assassin John Wick returns with a $14 million price tag on his head and an army of bounty-hunting killers on his trail. After killing a member of the shadowy international assassin’s guild, the High Table, John Wick is excommunicado, but the world’s most ruthless hit men and women await his every turn.
Thunder Road, Lionsgate, 87Eleven

The Fate of the Furious
When a mysterious woman seduces Dom into the world of crime and a betrayal of those closest to him, the crew face trials that will test them as never before.
Original Film, One Race, Universal Pictures

Sherlock Holmes: A Game of Shadows
There is a new criminal mastermind at large (Professor Moriarty) and not only is he Holmes’ intellectual equal, but his capacity for evil and lack of conscience may give him an advantage over the detective.
Warner Bros. Pictures, Village Roadshow Pictures, Silver Pictures, Wigram Productions, Lin Pictures

The Hangover Part II
The Hangover crew heads to Thailand for Stu's wedding. After the disaster of a bachelor party in Las Vegas last year, Stu is playing it safe with a mellow pre-wedding brunch. However, nothing goes as planned and Bangkok is the perfect setting for another adventure with the rowdy group.
Legendary Pictures, Green Hat Films, Warner Bros. Pictures

American Psycho
A wealthy New York investment banking executive hides his alternate psychopathic ego from his co-workers and friends as he escalates deeper into his illogical, gratuitous fantasies.
Muse Productions, Pressman Film, Lionsgate

X-Men Origins: Wolverine
After seeking to live a normal life, Logan sets out to avenge the death of his girlfriend by undergoing the mutant Weapon X program and becoming Wolverine.
The Donners' Company, Seed Productions, 20th Century Fox

The Chronicles of Narnia: The Lion, the Witch and the Wardrobe
Siblings Lucy, Edmund, Susan and Peter step through a magical wardrobe and find the land of Narnia. There, they discover a charming, once peaceful kingdom that has been plunged into eternal winter by the evil White Witch, Jadis. Aided by the wise and magnificent lion, Aslan, the children lead Narnia into a spectacular, climactic battle to be free of the Witch's glacial powers forever.
Walt Disney Pictures, Walden Media, C.S. Lewis Company

Avatar: The Way of Water
Set more than a decade after the events of the first film, learn the story of the Sully family (Jake, Neytiri, and their kids), the trouble that follows them, the lengths they go to keep each other safe, the battles they fight to stay alive, and the tragedies they endure.
20th Century Studios, Lightstorm Entertainment

Jumanji
When siblings Judy and Peter discover an enchanted board game that opens the door to a magical world, they unwittingly invite Alan -- an adult who's been trapped inside the game for 26 years -- into their living room. Alan's only hope for freedom is to finish the game, which proves risky as all three find themselves running from giant rhinoceroses, evil monkeys and other terrifying creatures.
TriStar Pictures, Interscope Communications, Teitler Film, PolyGram Filmed Entertainment

Pan's Labyrinth
Living with her tyrannical stepfather in a new home with her pregnant mother, 10-year-old Ofelia feels alone until she explores a decaying labyrinth guarded by a mysterious faun who claims to know her destiny. If she wishes to return to her real father, Ofelia must complete three terrifying tasks.
Estudios Picasso, Esperanto Filmoj, Tequila Gang, Telecinco Cinema

The Perks of Being a Wallflower
Pittsburgh, Pennsylvania, 1991. High school freshman Charlie is a wallflower, always watching life from the sidelines, until two senior students, Sam and her stepbrother Patrick, become his mentors, helping him discover the joys of friendship, music and love.
Mr. Mudd Production

Spectre
A cryptic message from Bond’s past sends him on a trail to uncover a sinister organization. While M battles political forces to keep the secret service alive, Bond peels back the layers of deceit to reveal the terrible truth behind SPECTRE.
Columbia Pictures, Metro-Goldwyn-Mayer, Eon Productions

Limitless
A paranoia-fueled action thriller about an unsuccessful writer whose life is transformed by a top-secret "smart drug" that allows him to use 100% of his brain and become a perfect version of himself. His enhanced abilities soon attract shadowy forces that threaten his new life in this darkly comic and provocative film.
Relativity Media, Virgin Produced, Many Rivers Productions, Boy of the Year, Rogue Pictures, Mandate International
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