How Infernal Affairs should've done marketing on TikTok, Instagram & YouTube.
A 7.8-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.

Chan Wing Yan, a young police officer, has been sent undercover as a mole in the local mafia. Lau Kin Ming, a young mafia member, infiltrates the police force. Years later, their older counterparts, Chen Wing Yan and Inspector Lau Kin Ming, respectively, race against time to expose the mole within their midst.

Media Asia Films
Hong Kong
Media Asia Films 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 Infernal Affairs. 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+
Media Asia Films 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 $125K making it. But not enough marketing it.
Infernal Affairs grossed $8.7M on a $125K budget. A box office miss. Put even 1% of that production budget into Createable and the opening weekend looks completely different.
Production Budget
$125K
Budget
Posts
Views
CPM
Box office gross: $8.7M on a $125K 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 Infernal Affairs 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 @Infernal AffairsFans 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 'Infernal Affairs 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 Mandarin, Thai, Cantonese, but the story travels. TikTok has no borders. We’d run subtitled and clipped formats across the markets where Infernal Affairs 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 Infernal Affairs 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.
1447 people on IMDB already love this film. None of them are in your CRM.
A 7.8 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
7.8
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.

@Infernal AffairsFans
~55K in 60 days

@Infernal AffairsOfficial
~55K in 60 days

@Infernal AffairsClips
~55K in 60 days

@Infernal AffairsFilms
~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
8.7M
Based on $50K at $0.58 CPM avg.
Posts Deployed
1,447
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 Infernal Affairs campaign actually looks like.
These are benchmarks from campaigns we've already run, not projections from a pitch deck. A Drama, Action, Thriller, Crime, Mystery title with a 7.8 rating and 1,447 ratings. Real numbers.
What the pipeline produces.
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Village Roadshow Pictures, Atmosphere Entertainment MM, Warner Bros. Pictures

Wild at Heart
After serving prison time for a self-defense killing, Sailor Ripley reunites with girlfriend Lula Fortune. Lula's mother, Marietta, desperate to keep them apart, hires a hitman to kill Sailor. But he finds a whole new set of troubles when he and Bobby Peru, an old buddy who's also out to get Sailor, try to rob a store. When Sailor lands in jail yet again, the young lovers appear further than ever from the shared life they covet.
Samuel Goldwyn Company, Propaganda Films, Working Title Films

Batman: The Dark Knight Returns, Part 1
Batman has not been seen for ten years. A new breed of criminal ravages Gotham City, forcing 55-year-old Bruce Wayne back into the cape and cowl. But, does he still have what it takes to fight crime in a new era?
DC Comics, Warner Premiere, DC Entertainment, Warner Bros. Animation

The Dead Zone
Johnny Smith is a schoolteacher with his whole life ahead of him but, after leaving his fiancee's home one night, is involved in a car crash which leaves him in a coma for 5 years. When he wakes, he discovers he has an ability to see into the past, present and future life of anyone with whom he comes into physical contact.
Lorimar Film Entertainment, Dino De Laurentiis Company

Friday the 13th Part 2
Five years after the horrible bloodbath at Camp Crystal Lake, a new group of counselors roam the area, not sensing an ominous lurking presence that proves the grisly legend is real.
Paramount, Georgetown Productions Inc.

Hocus Pocus 2
29 years since the Black Flame Candle was last lit, the 17th-century Sanderson sisters are resurrected, and they are looking for revenge. Now it's up to three high school students to stop the ravenous witches from wreaking a new kind of havoc on Salem before dawn on All Hallow's Eve.
Walt Disney Pictures, Weimaraner Republic Pictures

Species
In 1993, the Search for Extra Terrestrial Intelligence Project receives a transmission detailing an alien DNA structure, along with instructions on how to splice it with human DNA. The result is Sil, a sensual but deadly creature who can change from a beautiful woman to an armour-plated killing machine in the blink of an eye.
Metro-Goldwyn-Mayer

House of Flying Daggers
In 9th century China, a corrupt government wages war against a rebel army called the Flying Daggers. A romantic warrior breaks a beautiful rebel out of prison to help her rejoin her fellows, but things are not what they seem.
Beijing New Picture Film Co. Ltd., China Film Co-Production Corporation, Elite Group Enterprises, Zhang Yimou Studio, Focus Features, Sony Pictures Classics, Edko Films

Little White Lies
Despite a traumatic event, a group of friends decide to go ahead with their annual beach vacation. Their relationships, convictions, sense of guilt and friendship are sorely tested. They are finally forced to own up to the little white lies they've been telling each other.
Les Productions du Trésor, M6 Films, EuropaCorp

Braindead
When a Sumatran rat-monkey bites Lionel Cosgrove's mother, she's transformed into a zombie and begins killing (and transforming) the entire town while Lionel races to keep things under control.
WingNut Films, New Zealand Film Commission, Avalon/NFU Studios, Trimark Pictures

Cannibal Holocaust
A New York University professor returns from a rescue mission to the Amazon rainforest with the footage shot by a lost team of documentarians who were making a film about the area's local cannibal tribes.
F.D. Cinematografica, Bolivariana Films

Batman: Under the Red Hood
One part vigilante, one part criminal kingpin, Red Hood begins cleaning up Gotham with the efficiency of Batman, but without following the same ethical code.
Warner Bros. Animation, DC Comics

Chernobyl Diaries
A group of six tourists looking to go off the beaten path, hire an 'extreme tour guide' who, ignoring warnings, takes them into the city of Pripyat, the former home to the workers of the Chernobyl nuclear reactor, but now a deserted town since the disaster more than 25 years earlier. After a brief exploration of the abandoned city, the group members find themselves stranded, only to discover that they are not alone.
Oren Peli / Brian Witten Pictures, Alcon Entertainment, FilmNation Entertainment, Warner Bros. Pictures, Solana Films

Sphere
A spacecraft is discovered on the floor of the Pacific Ocean, presumed to be at least 300 years old and of alien origin. A crack team of scientists and experts is assembled and taken to the Habitat, a state-of-the-art underwater living environment, to investigate.
Warner Bros. Pictures, Punch Productions, Baltimore Pictures, Constant c Productions

The Ladykillers
An eccentric, if not charming Southern professor and his crew pose as a band in order to rob a casino, all under the nose of his unsuspecting landlord – a sharp old woman.
Touchstone Pictures, The Jacobson Company, Mike Zoss Productions

Jeepers Creepers 2
When their bus is crippled on the side of a deserted road, a team of high school athletes discover an opponent they cannot defeat – and may not survive. Staring hungrily at them through the school bus windows, The Creeper returns again and again. But when the teammates discover that it’s selective about whom it attacks, it will test their ability to stick together – as the insatiable menace tries to tear them apart!
Jeepers Creepers II, United Artists, American Zoetrope, Myriad Pictures

The Pale Blue Eye
West Point, New York, 1830. When a cadet at the burgeoning military academy is found hanged with his heart cut out, the top brass summons former New York City constable Augustus Landor to investigate. While attempting to solve this grisly mystery, the reluctant detective engages the help of one of the cadets: a strange but brilliant young fellow by the name of Edgar Allan Poe
Cross Creek Pictures, Le Grisbi Productions

Iron Sky
In the last moments of World War II, a secret Nazi space program evaded destruction by fleeing to the Dark Side of the Moon. During 70 years of utter secrecy, the Nazis construct a gigantic space fortress with a massive armada of flying saucers.
Blind Spot Pictures, 27 Films Production, New Holland Pictures

In the Mouth of Madness
An insurance investigator begins discovering that the impact a horror writer's books have on his fans is more than inspirational.
New Line Cinema

Thirteen
Tracy is a normal 13-year-old trying to make it in school. After befriending the most popular girl at school, Evie, Tracy's world is turned upside down when Evie introduces her to a world of sex, drugs and cash. But it isn't long before Tracy's new world and attitude finally takes a toll on her, her family, and old friends.
Sound for Film, Working Title Films, Antidote Films, Michael London Productions

Big Momma's House 2
FBI agent Malcolm Turner goes back undercover as Big Momma, a slick-talking, slam-dunking Southern granny with attitude to spare! Now this granny must play nanny to three dysfunctional upper class kids in order to spy on their computer hacked dad.
Big Lou House Productions, Deep River Productions, Firm Films, Runteldat Entertainment, New Regency Pictures, Epsilon Motion Pictures, Ed Friendly Productions

The Phantom of the Opera
Deformed since birth, a bitter man known only as the Phantom lives in the sewers underneath the Paris Opera House. He falls in love with the obscure chorus singer Christine, and privately tutors her while terrorizing the rest of the opera house and demanding Christine be given lead roles.
Warner Bros. Pictures, Odyssey Entertainment, Scion Films, The Really Useful Group

Witness
A sheltered Amish child is the sole witness of a brutal murder in a restroom at a Philadelphia train station, and he must be protected. The assignment falls to a taciturn detective who goes undercover in a Pennsylvania Dutch community. On the farm, he slowly assimilates despite his urban grit and forges a romantic bond with the child's beautiful mother.
Paramount

Mississippi Burning
Two FBI agents investigating the murder of civil rights workers during the 60s seek to breach the conspiracy of silence in a small Southern town where segregation divides black and white. The younger agent trained in FBI school runs up against the small town ways of his partner, a former sheriff.
Orion Pictures

Happy Feet Two
Mumble the penguin has a problem: his son Erik, who is reluctant to dance, encounters The Mighty Sven, a penguin who can fly! Things get worse for Mumble when the world is shaken by powerful forces, causing him to brings together the penguin nations and their allies to set things right.
Dr D Studios, Village Roadshow Entertainment, Kennedy Miller Productions, Warner Bros. Pictures, Animal Logic

Sharknado
A freak hurricane hits Los Angeles, causing man-eating sharks to be scooped up in tornadoes and flooding the city with shark-infested seawater. Surfer and bar-owner Fin sets out with his friends Baz and Nova to rescue his estranged wife April and teenage daughter Claudia.
Syfy, The Asylum, Southward Films

Sideways
Two middle-aged men embark on a spiritual journey through Californian wine country. One is an unpublished novelist suffering from depression, and the other is only days away from walking down the aisle.
Fox Searchlight Pictures, Michael London Productions, Sideways Productions Inc.

The Peanuts Movie
Snoopy embarks upon his greatest mission as he and his team take to the skies to pursue their arch-nemesis, while his best pal Charlie Brown begins his own epic quest.
Blue Sky Studios, 20th Century Fox Animation, 20th Century Fox

Lady Vengeance
Released after being wrongfully convicted and imprisoned for 13 years, a woman begins executing her elaborate plan of retribution.
TSJ Entertainment, Ilshin Capital Investments, Centurion Investment, Moho Film, CJ Entertainment

The Full Monty
Sheffield, England. Gaz, a jobless steelworker in need of quick cash persuades his mates to bare it all in a one-night-only strip show.
Redwave Films, Channel Four Films

Rebel Without a Cause
After moving to a new town, troublemaking teen Jim Stark is supposed to have a clean slate, although being the new kid in town brings its own problems. While searching for some stability, Stark forms a bond with a disturbed classmate, Plato, and falls for local girl Judy. However, Judy is the girlfriend of neighborhood tough, Buzz. When Buzz violently confronts Jim and challenges him to a drag race, the new kid's real troubles begin.
Warner Bros. Pictures

Halloween H20: 20 Years Later
Two decades after surviving a massacre on October 31, 1978, former baby sitter Laurie Strode finds herself hunted by persistent knife-wielder Michael Myers. Laurie now lives in Northern California under an assumed name, where she works as the headmistress of a private school. But it's not far enough to escape Myers, who soon discovers her whereabouts. As Halloween descends upon Laurie's peaceful community, a feeling of dread weighs upon her -- with good reason.
Dimension Films, Nightfall Productions, Trancas International Films, Miramax

Trumbo
The career of screenwriter Dalton Trumbo is halted by a witch hunt in the late 1940s when he defies the anti-communist HUAC committee and is blacklisted.
ShivHans Pictures, Groundswell Productions, Inimitable Pictures

Just Friends
While visiting his hometown during Christmas, a man comes face-to-face with his old high school crush whom he was best friends with – a woman whose rejection of him turned him into a ferocious womanizer.
BenderSpink, Cinezeta
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