How Happy Death Day should've done marketing on TikTok, Instagram & YouTube.
A 6.6-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.

Caught in a bizarre and terrifying time warp, college student Tree finds herself repeatedly reliving the day of her murder, ultimately realizing that she must identify the killer and the reason for her death before her chances of survival run out.

Vesuvius Productions, Blumhouse Productions, Digital Riot Media
United States of America
Vesuvius Productions, Blumhouse Productions, Digital Riot Media 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 Happy Death Day. 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+
Vesuvius Productions, Blumhouse Productions, Digital Riot Media 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 $4.8M making it. But not enough marketing it.
Happy Death Day grossed $125M on a $4.8M budget. A box office miss. Put even 1% of that production budget into Createable and the opening weekend looks completely different.
Production Budget
$4.8M
Budget
Posts
Views
CPM
Box office gross: $125M on a $4.8M 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 Happy Death Day 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 @Happy Death DayFans 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 'Happy Death Day 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 Happy Death Day 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 Happy Death Day 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.
5721 people on IMDB already love this film. None of them are in your CRM.
A 6.6 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
6.6
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.

@Happy Death DayFans
~55K in 60 days

@Happy Death DayOfficial
~55K in 60 days

@Happy Death DayClips
~55K in 60 days

@Happy Death DayFilms
~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
125M
Based on $50K at $0.58 CPM avg.
Posts Deployed
5,721
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 Happy Death Day campaign actually looks like.
These are benchmarks from campaigns we've already run, not projections from a pitch deck. A Horror, Mystery, Comedy title with a 6.6 rating and 5,721 ratings. Real numbers.
What the pipeline produces.
From film studios to global brands. The same system, the same results.
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Posts
2.9K
Views
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CPM
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Posts
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Views
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CPM
$0.31

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DreamWorks Animation, Mad Hatter Entertainment

Gremlins
When Billy Peltzer is given a strange but adorable pet named Gizmo for Christmas, he inadvertently breaks the three important rules of caring for a Mogwai, unleashing a horde of mischievous gremlins on a small town.
Amblin Entertainment, Warner Bros. Pictures

Prey
When danger threatens her camp, the fierce and highly skilled Comanche warrior Naru sets out to protect her people. But the prey she stalks turns out to be a highly evolved alien predator with a technically advanced arsenal.
20th Century Studios

Jackie Brown
Jackie Brown is a flight attendant who gets caught in the middle of smuggling cash into the country for her gunrunner boss. When the cops try to use Jackie to get to her boss, she hatches a plan — with help from a bail bondsman — to keep the money for herself.
Miramax, A Band Apart, Lawrence Bender Productions, Mighty Mighty Afrodite Productions

Noah
A man who suffers visions of an apocalyptic deluge takes measures to protect his family from the coming flood.
Disruption Entertainment, Paramount, Regency Enterprises, Protozoa Pictures

National Treasure
Modern treasure hunters, led by archaeologist Ben Gates, search for a chest of riches rumored to have been stashed away by George Washington, Thomas Jefferson and Benjamin Franklin during the Revolutionary War. The chest's whereabouts may lie in secret clues embedded in the Constitution and the Declaration of Independence, and Gates is in a race to find the gold before his enemies do.
Walt Disney Pictures, Jerry Bruckheimer Films, Saturn Films, Junction Entertainment

The Man from U.N.C.L.E.
At the height of the Cold War, a mysterious criminal organization plans to use nuclear weapons and technology to upset the fragile balance of power between the United States and Soviet Union. CIA agent Napoleon Solo and KGB agent Illya Kuryakin are forced to put aside their hostilities and work together to stop the evildoers in their tracks. The duo's only lead is the daughter of a missing German scientist, whom they must find soon to prevent a global catastrophe.
Wigram Productions, Davis Entertainment, RatPac Entertainment, Warner Bros. Pictures

Ocean's Thirteen
Danny Ocean's team of criminals are back and composing a plan more personal than ever. When ruthless casino owner Willy Bank doublecrosses Reuben Tishkoff, causing a heart attack, Danny Ocean vows that he and his team will do anything to bring down Willy Bank along with everything he's got. Even if it means asking for help from an enemy.
Village Roadshow Pictures, Warner Bros. Pictures, Section Eight, Jerry Weintraub Productions

Atomic Blonde
An undercover MI6 agent is sent to Berlin during the Cold War to investigate the murder of a fellow agent and recover a missing list of double agents.
Focus Features, Denver and Delilah Productions, 87Eleven, Sierra/Affinity, Closed on Mondays Entertainment, TGIM Films, Film i Väst

Clash of the Titans
Born of a god but raised as a man, Perseus is helpless to save his family from Hades, vengeful god of the underworld. With nothing to lose, Perseus volunteers to lead a dangerous mission to defeat Hades before he can seize power from Zeus and unleash hell on earth. Battling unholy demons and fearsome beasts, Perseus and his warriors will only survive if Perseus accepts his power as a god, defies fate and creates his own destiny.
The Zanuck Company, Legendary Pictures, Thunder Road, Moving Picture Company, Warner Bros. Pictures

Project X
Three high school seniors throw a party to make a name for themselves. As the night progresses, things spiral out of control as word of the party spreads.
Silver Pictures, Green Hat Films

The Blind Side
The story of Michael Oher, a homeless and traumatized boy who became an All American football player and first round NFL draft pick with the help of a caring woman and her family.
Warner Bros. Pictures, Alcon Entertainment

The Impossible
In December 2004, close-knit family Maria, Henry and their three sons begin their winter vacation in Thailand. But the day after Christmas, the idyllic holiday turns into an incomprehensible nightmare when a terrifying roar rises from the depths of the sea, followed by a wall of black water that devours everything in its path. Though Maria and her family face their darkest hour, unexpected displays of kindness and courage ameliorate their terror.
Summit Entertainment, Apaches Entertainment, Canal+ España, ICAA, IVAC, Mediaset España, La Trini, Generalitat Valenciana, Telecinco Cinema, VS Service, Lionsgate

It Follows
When carefree teenager Jay sleeps with her older boyfriend for the first time, she learns that she is the latest recipient of a fatal curse that is passed from victim to victim via sexual intercourse. Death, Jay learns, will creep inexorably toward her as either a friend or a stranger. Jay's friends don't believe her seemingly paranoid ravings, until they too begin to see the phantom assassins and band together to help her defend herself.
Two Flints, Northern Lights Films, Animal Kingdom

Inferno
After waking up in a hospital with amnesia, professor Robert Langdon and a doctor must race against time to foil a deadly global plot.
Columbia Pictures, Imagine Entertainment

Predestination
Predestination chronicles the life of a Temporal Agent sent on an intricate series of time-travel journeys designed to prevent future killers from committing their crimes. Now, on his final assignment, the Agent must stop the one criminal that has eluded him throughout time and prevent a devastating attack in which thousands of lives will be lost.
Screen Queensland, Screen Australia, Blacklab Entertainment, Wolfhound Pictures

Rear Window
A wheelchair-bound photographer spies on his neighbors from his apartment window and becomes convinced one of them has committed murder.
Paramount, Patron Inc.

The Others
Grace is a religious woman who lives in an old house kept dark because her two children, Anne and Nicholas, have a rare sensitivity to light. When the family begins to suspect the house is haunted, Grace fights to protect her children at any cost in the face of strange events and disturbing visions.
Cruise/Wagner Productions, Canal+, Sogecine, Las Producciones del Escorpion, Dimension Films, StudioCanal

The Chronicles of Narnia: Prince Caspian
One year after their incredible adventures in the Lion, the Witch and the Wardrobe, Peter, Edmund, Lucy and Susan Pevensie return to Narnia to aid a young prince whose life has been threatened by the evil King Miraz. Now, with the help of a colorful cast of new characters, including Trufflehunter the badger and Nikabrik the dwarf, the Pevensie clan embarks on an incredible quest to ensure that Narnia is returned to its rightful heir.
Walt Disney Pictures, Walden Media, Stillking Films, Ozumi Films, Propeler, Silverbell Films, Revolution Sun Studios

The Legend of Tarzan
Tarzan, having acclimated to life in London, is called back to his former home in the jungle to investigate the activities at a mining encampment.
Village Roadshow Pictures, Dark Horse Entertainment, Beagle Pug Films, Jerry Weintraub Productions, RatPac Entertainment, Riche Productions, Warner Bros. Pictures

Love, Rosie
Since the moment they met at age 5, Rosie and Alex have been best friends, facing the highs and lows of growing up side by side. A fleeting shared moment, one missed opportunity, and the decisions that follow send their lives in completely different directions. As each navigates the complexities of life, love, and everything in between, they always find their way back to each other - but is it just friendship, or something more?
Constantin Film, Octagon Films, Canyon Creek Films, Mister Smith Entertainment, FFF Bayern, FFA, MEDIA Programme of the European Union, OMDC

Shark Tale
Oscar is a small fish whose big aspirations often get him into trouble. Meanwhile, Lenny is a great white shark with a surprising secret that no sea creature would guess: He's a vegetarian. When a lie turns Oscar into an improbable hero and Lenny becomes an outcast, the two form an unlikely friendship.
DreamWorks Animation, DreamWorks Pictures

Horrible Bosses
For Nick, Kurt and Dale, the only thing that would make the daily grind more tolerable would be to grind their intolerable bosses into dust. Quitting is not an option, so, with the benefit of a few-too-many drinks and some dubious advice from a hustling ex-con, the three friends devise a convoluted and seemingly foolproof plan to rid themselves of their respective employers... permanently.
New Line Cinema, Rat Entertainment

This Is the End
While attending a party at James Franco's house, Seth Rogen, Jay Baruchel and many other celebrities are faced with the apocalypse.
Columbia Pictures, Mandate Pictures, Point Grey Pictures, Sony Pictures

Dark Phoenix
The X-Men face their most formidable and powerful foe when one of their own, Jean Grey, starts to spiral out of control. During a rescue mission in outer space, Jean is nearly killed when she's hit by a mysterious cosmic force. Once she returns home, this force not only makes her infinitely more powerful, but far more unstable. The X-Men must now band together to save her soul and battle aliens that want to use Grey's new abilities to rule the galaxy.
The Donners' Company, Genre Films, Hutch Parker Entertainment, 20th Century Fox

Pearl Harbor
The lifelong friendship between Rafe McCawley and Danny Walker is put to the ultimate test when the two ace fighter pilots become entangled in a love triangle with beautiful Naval nurse Evelyn Johnson. But the rivalry between the friends-turned-foes is immediately put on hold when they find themselves at the center of Japan's devastating attack on Pearl Harbor on Dec. 7, 1941.
Jerry Bruckheimer Films, Touchstone Pictures

Rango
When Rango, a lost family pet, accidentally winds up in the gritty, gun-slinging town of Dirt, the less-than-courageous lizard suddenly finds he stands out. Welcomed as the last hope the town has been waiting for, new Sheriff Rango is forced to play his new role to the hilt.
Paramount, Nickelodeon Movies, GK Films, Blind Wink, Industrial Light & Magic

The Game
In honor of his birthday, San Francisco banker Nicholas Van Orton, a financial genius and a cold-hearted loner, receives an unusual present from his younger brother, Conrad: a gift certificate to play a unique kind of game. In nary a nanosecond, Nicholas finds himself consumed by a dangerous set of ever-changing rules, unable to distinguish where the charade ends and reality begins.
PolyGram Filmed Entertainment, Propaganda Films

Ghostbusters
Following a ghost invasion of Manhattan, paranormal enthusiasts Erin Gilbert and Abby Yates, nuclear engineer Jillian Holtzmann, and subway worker Patty Tolan band together to stop the otherworldly threat.
Ghost Corps, Columbia Pictures, Village Roadshow Pictures, LStar Capital, Feigco Entertainment, Pascal Pictures, The Montecito Picture Company

There Will Be Blood
Ruthless silver miner, turned oil prospector, Daniel Plainview, moves to oil-rich California. Using his son to project a trustworthy, family-man image, Plainview cons local landowners into selling him their valuable properties for a pittance. However, local preacher Eli Sunday suspects Plainview's motives and intentions, starting a slow-burning feud that threatens both their lives.
Paramount Vantage, Miramax, Ghoulardi Film Company

Batman Returns
While Batman deals with a deformed man calling himself the Penguin, an employee of a corrupt businessman transforms into the Catwoman.
Warner Bros. Pictures, DC Comics

Terminator Salvation
All grown up in post-apocalyptic 2018, John Connor must lead the resistance of humans against the increasingly dominating militaristic robots. But when Marcus Wright appears, his existence confuses the mission as Connor tries to determine whether Wright has come from the future or the past -- and whether he's friend or foe.
Columbia Pictures, The Halcyon Company, Wonderland Sound and Vision, Warner Bros. Pictures, Mandate International, Intermedia Films

Captain Fantastic
A father living in the forests of the Pacific Northwest with his six young kids tries to assimilate back into society.
Electric City Entertainment, ShivHans Pictures

Mamma Mia!
An independent, single mother who owns a small hotel on a Greek island is about to marry off the spirited young daughter she's raised alone. But, the daughter has secretly invited three of her mother's ex-lovers in the hopes of finding her biological father.
Littlestar, Playtone, Internationale Filmproduktion Richter

Alice Through the Looking Glass
Alice Kingsleigh returns to Underland and faces a new adventure in saving the Mad Hatter.
Legend3D, Walt Disney Pictures, Roth Films, Team Todd, Tim Burton Productions

Mystic River
The lives of three men who were childhood friends are shattered when one of them suffers a family tragedy.
Warner Bros. Pictures, Village Roadshow Pictures, NPV Entertainment, Malpaso Productions

The Purge: Anarchy
One night per year, the government sanctions a 12-hour period in which citizens can commit any crime they wish -- including murder -- without fear of punishment or imprisonment. Leo, a sergeant who lost his son, plans a vigilante mission of revenge during the mayhem. However, instead of a death-dealing avenger, he becomes the unexpected protector of four innocent strangers who desperately need his help if they are to survive the night.
Why Not Productions, Platinum Dunes, Blumhouse Productions, 5150 Action, Universal Pictures

Love Actually
Eight London couples try to deal with their relationships in different ways. Their tryst with love makes them discover how complicated relationships can be.
Working Title Films, DNA Films, Universal Pictures, StudioCanal
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