How Divergent 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.

In a world divided into factions based on personality types, Tris learns that she's been classified as Divergent and won't fit in. When she discovers a plot to destroy Divergents, Tris and the mysterious Four must find out what makes Divergents dangerous before it's too late.

Summit Entertainment, Red Wagon Entertainment
United States of America
Summit Entertainment, Red Wagon Entertainment 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 Divergent. 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+
Summit Entertainment, Red Wagon Entertainment 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 $85.0M making it. But not enough marketing it.
Divergent grossed $289M on a $85.0M budget. A box office miss. Put even 1% of that production budget into Createable and the opening weekend looks completely different.
Production Budget
$85.0M
Budget
Posts
Views
CPM
Box office gross: $289M on a $85.0M 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 Divergent 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 @DivergentFans 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 'Divergent 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 Divergent 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 Divergent 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.
12118 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.

@DivergentFans
~55K in 60 days

@DivergentOfficial
~55K in 60 days

@DivergentClips
~55K in 60 days

@DivergentFilms
~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
289M
Based on $50K at $0.58 CPM avg.
Posts Deployed
12,118
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 Divergent campaign actually looks like.
These are benchmarks from campaigns we've already run, not projections from a pitch deck. A Action, Adventure, Science Fiction title with a 6.9 rating and 12,118 ratings. Real numbers.
What the pipeline produces.
From film studios to global brands. The same system, the same results.
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DNA Films, Film4 Productions, IAC Films, Scott Rudin Productions

Life of Pi
The story of an Indian boy named Pi, a zookeeper's son who finds himself in the company of a hyena, zebra, orangutan, and a Bengal tiger after a shipwreck sets them adrift in the Pacific Ocean.
Fox 2000 Pictures, Dune Entertainment, Ingenious Media, Haishang Films, Netter Productions, India Take One Productions

Passengers
A spacecraft traveling to a distant colony planet and transporting thousands of people has a malfunction in its sleep chambers. As a result, two passengers are awakened 90 years early.
Wanda Pictures, Columbia Pictures, Village Roadshow Pictures, Original Film, Company Films, Start Motion Pictures, LStar Capital

Maleficent
A beautiful, pure-hearted young woman, Maleficent has an idyllic life growing up in a peaceable forest kingdom, until one day when an invading army threatens the harmony of the land. Maleficent rises to be the land's fiercest protector, but she ultimately suffers a ruthless betrayal – an act that begins to turn her heart into stone. Bent on revenge, Maleficent faces an epic battle with the invading King's successor and, as a result, places a curse upon his newborn infant Aurora. As the child grows, Maleficent realizes that Aurora holds the key to peace in the kingdom – and to Maleficent's true happiness as well.
Walt Disney Pictures, Roth Films

Ant-Man and the Wasp
Just when his time under house arrest is about to end, Scott Lang once again puts his freedom at risk to help Hope van Dyne and Dr. Hank Pym dive into the quantum realm and try to accomplish, against time and any chance of success, a very dangerous rescue mission.
Marvel Studios

Brave
Brave is set in the mystical Scottish Highlands, where Mérida is the princess of a kingdom ruled by King Fergus and Queen Elinor. An unruly daughter and an accomplished archer, Mérida one day defies a sacred custom of the land and inadvertently brings turmoil to the kingdom. In an attempt to set things right, Mérida seeks out an eccentric old Wise Woman and is granted an ill-fated wish. Also figuring into Mérida’s quest — and serving as comic relief — are the kingdom’s three lords: the enormous Lord MacGuffin, the surly Lord Macintosh, and the disagreeable Lord Dingwall.
Walt Disney Pictures, Pixar

Twilight
When Bella Swan moves to a small town in the Pacific Northwest, she falls in love with Edward Cullen, a mysterious classmate who reveals himself to be a 108-year-old vampire. Despite Edward's repeated cautions, Bella can't stay away from him, a fatal move that endangers her own life.
Summit Entertainment, Temple Hill Entertainment, Maverick Films, Imprint Entertainment, Goldcrest, Twilight Productions

Hacksaw Ridge
WWII American Army Medic Desmond T. Doss, who served during the Battle of Okinawa, refuses to kill people and becomes the first Conscientious Objector in American history to receive the Congressional Medal of Honor.
Vendian Entertainment, Summit Entertainment, Cross Creek Pictures, IM Global, Screen Australia, Screen NSW, Permut Presentations, Pandemonium, Demarest Films, Lionsgate, Bliss Media, Kylin Pictures, AI Film

Star Wars: Episode III - Revenge of the Sith
The evil Darth Sidious enacts his final plan for unlimited power -- and the heroic Jedi Anakin Skywalker must choose a side.
Lucasfilm Ltd.

Blade Runner
In the smog-choked dystopian Los Angeles of 2019, blade runner Rick Deckard is called out of retirement to terminate a quartet of replicants who have escaped to Earth seeking their creator for a way to extend their short life spans.
Shaw Brothers, The Ladd Company, Warner Bros. Pictures

Jumanji: Welcome to the Jungle
Four teenagers in detention discover an old video game console with a game they’ve never heard of. When they decide to play, they are immediately sucked into the jungle world of Jumanji in the bodies of their avatars. They’ll have to complete the adventure of their lives filled with fun, thrills and danger or be stuck in the game forever!
Radar Pictures, Matt Tolmach Productions, Seven Bucks Productions, Columbia Pictures

300
Based on Frank Miller's graphic novel, "300" is very loosely based the 480 B.C. Battle of Thermopylae, where the King of Sparta led his army against the advancing Persians; the battle is said to have inspired all of Greece to band together against the Persians, and helped usher in the world's first democracy.
Virtual Studios, Legendary Pictures, Hollywood Gang Productions, Atmosphere Entertainment MM, Nimar Studios, Warner Bros. Pictures, Cruel & Unusual Films

Edge of Tomorrow
Major Bill Cage is an officer who has never seen a day of combat when he is unceremoniously demoted and dropped into combat. Cage is killed within minutes, managing to take an alpha alien down with him. He awakens back at the beginning of the same day and is forced to fight and die again... and again - as physical contact with the alien has thrown him into a time loop.
RatPac Entertainment, Village Roadshow Pictures, VIZ Media, 3 Arts Entertainment, Warner Bros. Pictures

Men in Black
After a police chase with an otherworldly being, a New York City cop is recruited as an agent in a top-secret organization established to monitor and police alien activity on Earth: the Men in Black. Agent Kay and new recruit Agent Jay find themselves in the middle of a deadly plot by an intergalactic terrorist who has arrived on Earth to assassinate two ambassadors from opposing galaxies.
Columbia Pictures, Amblin Entertainment, Parkes+MacDonald Image Nation

Toy Story 2
Andy heads off to Cowboy Camp, leaving his toys to their own devices. Things shift into high gear when an obsessive toy collector named Al McWhiggen, owner of Al's Toy Barn kidnaps Woody. Andy's toys mount a daring rescue mission, Buzz Lightyear meets his match and Woody has to decide where he and his heart truly belong.
Pixar

Cars
Lightning McQueen, a hotshot rookie race car driven to succeed, discovers that life is about the journey, not the finish line, when he finds himself unexpectedly detoured in the sleepy Route 66 town of Radiator Springs. On route across the country to the big Piston Cup Championship in California to compete against two seasoned pros, McQueen gets to know the town's offbeat characters.
Pixar, Walt Disney Pictures

Kill Bill: Vol. 2
The Bride unwaveringly continues on her roaring rampage of revenge against the band of assassins who had tried to kill her and her unborn child. She visits each of her former associates one-by-one, checking off the victims on her Death List Five until there's nothing left to do … but kill Bill.
Super Cool ManChu, Miramax, A Band Apart

Aquaman
Once home to the most advanced civilization on Earth, Atlantis is now an underwater kingdom ruled by the power-hungry King Orm. With a vast army at his disposal, Orm plans to conquer the remaining oceanic people and then the surface world. Standing in his way is Arthur Curry, Orm's half-human, half-Atlantean brother and true heir to the throne.
Warner Bros. Pictures, The Safran Company, DC Films

A Quiet Place
A family is forced to live in silence while hiding from creatures that hunt by sound.
Paramount, Platinum Dunes

Spider-Man 3
The seemingly invincible Spider-Man goes up against an all-new crop of villains—including the shape-shifting Sandman. While Spider-Man’s superpowers are altered by an alien organism, his alter ego, Peter Parker, deals with nemesis Eddie Brock and also gets caught up in a love triangle.
Laura Ziskin Productions, Marvel Studios, Columbia Pictures

Pirates of the Caribbean: On Stranger Tides
Captain Jack Sparrow crosses paths with a woman from his past, and he's not sure if it's love -- or if she's a ruthless con artist who's using him to find the fabled Fountain of Youth. When she forces him aboard the Queen Anne's Revenge, the ship of the formidable pirate Blackbeard, Jack finds himself on an unexpected adventure in which he doesn't know who to fear more: Blackbeard or the woman from his past.
Walt Disney Pictures, Jerry Bruckheimer Films, Moving Picture Company

Alice in Wonderland
Alice, now 19 years old, returns to the whimsical world she first entered as a child and embarks on a journey to discover her true destiny.
Walt Disney Pictures, Roth Films, Team Todd, Tim Burton Productions, The Zanuck Company

Sherlock Holmes
Eccentric consulting detective Sherlock Holmes and Doctor John Watson battle to bring down a new nemesis and unravel a deadly plot that could destroy England.
Warner Bros. Pictures, Village Roadshow Pictures, Silver Pictures, Wigram Productions, Internationale Filmproduktion Blackbird Dritte

Alien
During its return to the earth, commercial spaceship Nostromo intercepts a distress signal from a distant planet. When a three-member team of the crew discovers a chamber containing thousands of eggs on the planet, a creature inside one of the eggs attacks an explorer. The entire crew is unaware of the impending nightmare set to descend upon them when the alien parasite planted inside its unfortunate host is birthed.
Brandywine Productions, 20th Century Fox

The Hateful Eight
Bounty hunters seek shelter from a raging blizzard and get caught up in a plot of betrayal and deception.
The Weinstein Company, Double Feature Films, FilmColony

Reservoir Dogs
A botched robbery indicates a police informant, and the pressure mounts in the aftermath at a warehouse. Crime begets violence as the survivors -- veteran Mr. White, newcomer Mr. Orange, psychopathic parolee Mr. Blonde, bickering weasel Mr. Pink and Nice Guy Eddie -- unravel.
Live Entertainment, Dog Eat Dog Productions

The Hobbit: The Battle of the Five Armies
Immediately after the events of The Desolation of Smaug, Bilbo and the dwarves try to defend Erebor's mountain of treasure from others who claim it: the men of the ruined Laketown and the elves of Mirkwood. Meanwhile an army of Orcs led by Azog the Defiler is marching on Erebor, fueled by the rise of the dark lord Sauron. Dwarves, elves and men must unite, and the hope for Middle-Earth falls into Bilbo's hands.
Warner Bros. Pictures, WingNut Films, New Line Cinema, 3Foot7, Metro-Goldwyn-Mayer

Pirates of the Caribbean: At World's End
Captain Barbossa, long believed to be dead, has come back to life and is headed to the edge of the Earth with Will Turner and Elizabeth Swann. But nothing is quite as it seems.
Jerry Bruckheimer Films, Second Mate Productions, Walt Disney Pictures

Her
In the not so distant future, Theodore, a lonely writer, purchases a newly developed operating system designed to meet the user's every need. To Theodore's surprise, a romantic relationship develops between him and his operating system. This unconventional love story blends science fiction and romance in a sweet tale that explores the nature of love and the ways that technology isolates and connects us all.
Annapurna Pictures, Warner Bros. Pictures, Stage 6 Films

Star Wars: Episode I - The Phantom Menace
Anakin Skywalker, a young slave strong with the Force, is discovered on Tatooine. Meanwhile, the evil Sith have returned, enacting their plot for revenge against the Jedi.
Lucasfilm Ltd.

V for Vendetta
In a world in which Great Britain has become a fascist state, a masked vigilante known only as “V” conducts guerrilla warfare against the oppressive British government. When V rescues a young woman from the secret police, he finds in her an ally with whom he can continue his fight to free the people of Britain.
Studio Babelsberg, Virtual Studios, Anarchos Productions, Silver Pictures, Fünfte Babelsberg Film, Warner Bros. Pictures, DC Comics, Medienboard Berlin-Brandenburg

Black Swan
A journey through the psyche of a young ballerina whose starring role as the duplicitous swan queen turns out to be a part for which she becomes frighteningly perfect.
Fox Searchlight Pictures, Cross Creek Pictures, Protozoa Pictures, Phoenix Pictures

Léon: The Professional
Léon, the top hit man in New York, has earned a rep as an effective "cleaner". But when his next-door neighbors are wiped out by a loose-cannon DEA agent, he becomes the unwilling custodian of 12-year-old Mathilda. Before long, Mathilda's thoughts turn to revenge, and she considers following in Léon's footsteps.
Gaumont, Les Films du Dauphin

Eternal Sunshine of the Spotless Mind
Joel Barish, heartbroken that his girlfriend underwent a procedure to erase him from her memory, decides to do the same. However, as he watches his memories of her fade away, he realises that he still loves her, and may be too late to correct his mistake.
Focus Features, Anonymous Content, This Is That Productions

Memento
Leonard Shelby is tracking down the man who raped and murdered his wife. The difficulty of locating his wife's killer, however, is compounded by the fact that he suffers from a rare, untreatable form of short-term memory loss. Although he can recall details of life before his accident, Leonard cannot remember what happened fifteen minutes ago, where he's going, or why.
Summit Entertainment, Newmarket Capital Group, Team Todd, I Remember Productions

Toy Story 3
Woody, Buzz, and the rest of Andy's toys haven't been played with in years. With Andy about to go to college, the gang find themselves accidentally left at a nefarious day care center. The toys must band together to escape and return home to Andy.
Pixar, Walt Disney Pictures

The Grand Budapest Hotel
The Grand Budapest Hotel tells of a legendary concierge at a famous European hotel between the wars and his friendship with a young employee who becomes his trusted protégé. The story involves the theft and recovery of a priceless Renaissance painting, the battle for an enormous family fortune and the slow and then sudden upheavals that transformed Europe during the first half of the 20th century.
Fox Searchlight Pictures, Scott Rudin Productions, Studio Babelsberg, Indian Paintbrush, TSG Entertainment, American Empirical Pictures

The Departed
To take down South Boston's Irish Mafia, the police send in one of their own to infiltrate the underworld, not realizing the syndicate has done likewise. While an undercover cop curries favor with the mob kingpin, a career criminal rises through the police ranks. But both sides soon discover there's a mole among them.
Vertigo Entertainment, Media Asia Films, Initial Entertainment Group, Warner Bros. Pictures, Plan B Entertainment

Whiplash
Under the direction of a ruthless instructor, a talented young drummer begins to pursue perfection at any cost, even his humanity.
Bold Films, Blumhouse Productions, Right of Way Films, Sierra/Affinity, Stage 6 Films, Sony Pictures Classics
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