All Movies

How Sink or Swim should've done marketing on TikTok, Instagram & YouTube.

Oct 24, 2018
Drama, Comedy
122
 min
French
Released

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.

Box Office
0
TMDB Rating
6.9
 / 10
Ratings
1,392
Runtime
122
 min
Popularity Score
9.164
Sink or Swim movie poster

40-year-old Bertrand has been suffering from depression for the last two years and is barely able to keep his head above water. Despite the medication he gulps down all day, every day, and his wife's encouragement, he is unable to find any meaning in his life. Curiously, he will end up finding this sense of purpose at the swimming pool, by joining an all-male synchronised swimming team.

Sink or Swim (October 24, 2018) movie backdrop

Chi-Fou-Mi Productions, Les Productions du Trésor

Belgium, France

Chi-Fou-Mi Productions, Les Productions du Trésor 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 Sink or Swim. 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+

Chi-Fou-Mi Productions, Les Productions du Trésor 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 $0 making it. But not enough marketing it.

Sink or Swim grossed $0 on a $0 budget. A box office miss. Put even 1% of that production budget into Createable and the opening weekend looks completely different.

Production Budget

$0

% Allocated to Createable

%
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Budget

$0
0

Posts

1,392

Views

0

CPM

$1.00

Box office gross: $0 on a $0 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 Sink or Swim scenes in front of film fans before they've even thought about watching it.

1

Deploy 15–30 second emotional peak clips — the scenes with the most emotional weight.

2

Target #FilmTok, #CinematicMoments, and #MustWatchMovies communities — combined 8B+ views.

3

Run 'details you missed' and 'ranking' formats to drive comment engagement and algorithmic reach.

4

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.

1

Cinematic colour-graded edits with text overlays — quote cards and 'best scene' compilations.

2

Target film appreciation communities — combined reach of 500M+ on Instagram.

3

Cross-post top-performing TikTok clips natively — no watermarks, re-edited for Reels aspect ratio.

4

Build a @Sink or SwimFans 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.

1

Deploy 'scene breakdowns' and 'why this film is a masterpiece' formats — YouTube's audience skews older and more analytical.

2

Build a dedicated 'Sink or Swim Clips' YouTube channel — the algorithm rewards consistency and subscriber growth.

3

End-screen CTAs driving viewers to the full film on streaming, direct conversion path from Short to stream.

4

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 French, but the story travels. TikTok has no borders. We’d run subtitled and clipped formats across the markets where Sink or Swim already has a following.

Primary Markets

English-language TikTok audiences — highest CPM and engagement rates.

United States
Primary
United Kingdom
High
Australia
High
Canada
High

Expansion Markets

Subtitled formats targeting high-TikTok-penetration markets with strong film culture.

Germany
Medium
Brazil
Strong
France
Medium
Mexico
Growing

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 Sink or Swim 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.

1392 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.

6.9
 /10

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.

Sink or Swim movie poster

@Sink or SwimFans

TikTok
Drama, Comedy

~55K in 60 days

Sink or Swim movie poster

@Sink or SwimOfficial

TikTok
Drama, Comedy

~55K in 60 days

Sink or Swim movie poster

@Sink or SwimClips

TikTok
Drama, Comedy

~55K in 60 days

Sink or Swim movie poster

@Sink or SwimFilms

TikTok
Drama, Comedy

~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

1,392

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 Sink or Swim campaign actually looks like.

These are benchmarks from campaigns we've already run, not projections from a pitch deck. A Drama, Comedy title with a 6.9 rating and 1,392 ratings. Real numbers.

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May 7, 2008
142 min

Studio Babelsberg, Village Roadshow Pictures, Silver Pictures, Anarchos Productions, Velocity Productions, Warner Bros. Pictures

Box Office
93.9M
TMDB
6.3
Popularity
21.939
View Case Study
Assassins movie poster

Assassins

Assassin Robert Rath arrives at a funeral to kill a prominent mobster, only to witness a rival hired gun complete the job for him -- with grisly results. Horrified by the murder of innocent bystanders, Rath decides to take one last job and then return to civilian life. But finding his way out of the world of contract killing grows ever more dangerous as Rath falls for his female target and becomes a marked man himself.

October 6, 1995
142 min

Dino De Laurentiis Company, Silver Pictures, Evansgideon/Lazar, Warner Bros. Pictures, Canal+, Donner/Shuler-Donner Productions

Box Office
30.3M
TMDB
6.5
Popularity
16.9
View Case Study
Unsane movie poster

Unsane

A woman is involuntarily committed to a mental institution where she is confronted by her greatest fear.

February 21, 2018
142 min

Regency Enterprises, Extension 765, New Regency Pictures, Fingerprint Releasing

Box Office
14.3M
TMDB
6.2
Popularity
14.282
View Case Study
Unfriended: Dark Web movie poster

Unfriended: Dark Web

​When a 20-something finds a cache of hidden files on his new laptop, he and his friends are unwittingly thrust into the depths of the dark web. They soon discover someone has been watching their every move and will go to unimaginable lengths to protect the dark web.

July 19, 2018
142 min

Universal Pictures, Blumhouse Productions, Bazelevs Entertainment, BH Tilt

Box Office
16.0M
TMDB
6.3
Popularity
24.874
View Case Study
Burning movie poster

Burning

An aspiring writer goes to the airport to pick up a high school friend returning from a trip to Africa but is disheartened to see her with another man.

May 17, 2018
142 min

Pinehouse Film, NOWFILM, NHK, Finecut, CGV Arthouse, Union Investment Partners, Michigan Venture Capital, Timewise Investment, kth, Busan Film Commission, Seoul Film Commission

Box Office
6.6M
TMDB
7.4
Popularity
15.465
View Case Study
The Square movie poster

The Square

A prestigious Stockholm museum's chief art curator finds himself in times of both professional and personal crisis as he attempts to set up a controversial new exhibit.

August 25, 2017
142 min

ZDF/Arte, Plattform Produktion, ARTE France Cinéma, Coproduction Office, Det Danske Filminstitut, Essential Filmproduktion, Imperative Entertainment, Minorordningen, Svenska Filminstitutet, SVT, Film i Väst, Nordisk Film & TV Fond, Société Parisienne de Production, DR, Alamode Film, TriArt Film, Piano

Box Office
9.5M
TMDB
6.8
Popularity
12.795
View Case Study
Freaky movie poster

Freaky

A mystical, ancient dagger causes a notorious serial killer to magically switch bodies with a 17-year-old girl.

November 12, 2020
142 min

Universal Pictures, Blumhouse Productions, Divide / Conquer

Box Office
15.1M
TMDB
6.6
Popularity
20.475
View Case Study
The Cell movie poster

The Cell

A psychotherapist journeys inside a comatose serial killer in the hopes of saving his latest victim.

August 17, 2000
142 min

Caro-McLeod, Katira Productions GmbH & Co. KG, New Line Cinema, Avery Pix, RadicalMedia

Box Office
104M
TMDB
6.3
Popularity
14.462
View Case Study
Only the Brave movie poster

Only the Brave

Members of the Granite Mountain Hotshots battle deadly wildfires to save an Arizona town.

September 22, 2017
142 min

di Bonaventura Pictures, Black Label Media, Condé Nast Entertainment

Box Office
25.8M
TMDB
7.4
Popularity
19.383
View Case Study
Following movie poster

Following

Bill, an idle, unemployed aspiring writer, walks the crowded streets of London following randomly chosen strangers, a seemingly innocent entertainment that becomes dangerous when he crosses paths with a mysterious character.

April 2, 1999
142 min

Next Wave Films, Syncopy

Box Office
48.5K
TMDB
7.2
Popularity
12.093
View Case Study
Curse of Chucky movie poster

Curse of Chucky

After the passing of her mother, Nica Pierce, a young woman in a wheelchair, is forced to deal with her sister, brother-in-law, niece and their nanny as they say their goodbyes to mother. But when people start turning up dead, Nica discovers the culprit might be a strange doll she received a few days earlier.

October 8, 2013
142 min

Universal 1440 Entertainment

Box Office
3.8M
TMDB
5.8
Popularity
27.101
View Case Study
Cry-Baby movie poster

Cry-Baby

A prim and proper schoolgirl goes against her society grandmother's wishes when she dates a motorcycle-riding juvenile delinquent.

April 6, 1990
142 min

Universal Pictures, Imagine Entertainment

Box Office
8.3M
TMDB
6.6
Popularity
20.392
View Case Study
Smallfoot movie poster

Smallfoot

A bright young yeti finds something he thought didn't exist—a human. News of this “smallfoot” throws the simple yeti community into an uproar over what else might be out there in the big world beyond their snowy village.

September 20, 2018
142 min

Warner Bros. Pictures Animation, Warner Bros. Pictures, Zaftig Films

Box Office
214M
TMDB
6.8
Popularity
13.65
View Case Study
Halloween Ends movie poster

Halloween Ends

Four years after the events of Halloween in 2018, Laurie has decided to liberate herself from fear and rage and embrace life. But when a young man is accused of killing a boy he was babysitting, it ignites a cascade of violence and terror that will force Laurie to finally confront the evil she can’t control, once and for all.

October 12, 2022
142 min

Universal Pictures, Blumhouse Productions, Miramax, Rough House Pictures, Trancas International Films

Box Office
104M
TMDB
6.2
Popularity
45.067
View Case Study
The Zookeeper's Wife movie poster

The Zookeeper's Wife

The account of keepers of the Warsaw Zoo, Jan and Antonina Zabinski, who helped save hundreds of people and animals during the Nazi invasion.

March 24, 2017
142 min

Scion Films, Czech Anglo Productions, LD Entertainment, Focus Features

Box Office
26.2M
TMDB
7.4
Popularity
14.515
View Case Study
Edge of Darkness movie poster

Edge of Darkness

As a seasoned homicide detective, Thomas Craven has seen the bleakest side of humanity. But nothing prepares him for the toughest investigation of his life: the search for his only daughter Emma's killer. Now, he is on a personal mission to uncover the disturbing secrets surrounding her murder, including corporate corruption, government collusion and Emma's own mysterious life.

January 28, 2010
142 min

Icon Productions, GK Films, BBC Film, Warner Bros. Pictures

Box Office
81.1M
TMDB
6.3
Popularity
14.485
View Case Study
Dead Man movie poster

Dead Man

A fatally wounded white man is found by an outcast Native American who prepares him for the afterlife.

December 23, 1995
142 min

JVC, Newmarket Capital Group, 12 Gauge Productions, Pandora Film, Miramax

Box Office
104M
TMDB
7.3
Popularity
17.858
View Case Study
Premonition movie poster

Premonition

A depressed housewife who learns her husband was killed in a car accident the day previously, awakens the next morning to find him alive and well at home, and then awakens the day after to a world in which he is still dead.

February 8, 2007
142 min

TriStar Pictures, Hyde Park Films, Offspring Entertainment, Metro-Goldwyn-Mayer

Box Office
84.3M
TMDB
6.3
Popularity
11.96
View Case Study
Monsters movie poster

Monsters

Six years ago NASA discovered the possibility of alien life within our solar system. A probe was launched to collect samples, but crashed upon re-entry over Central America. Soon after, new life forms began to appear and half of Mexico was quarantined as an infected zone. Today, the American and Mexican military still struggle to contain "the creatures," while a journalist agrees to escort a shaken tourist through the infected zone in Mexico to the safety of the U.S. border.

June 18, 2010
142 min

Vertigo Films, Protagonist Pictures

Box Office
5.6M
TMDB
6.2
Popularity
19.943
View Case Study
Girls Trip movie poster

Girls Trip

Four girlfriends take a trip to New Orleans for an annual festival and, along the way, rediscover their wild sides and strengthen the bonds of sisterhood.

July 21, 2017
142 min

Will Packer Productions, Universal Pictures

Box Office
140M
TMDB
6.8
Popularity
15.72
View Case Study
Epic Movie movie poster

Epic Movie

When Edward, Peter, Lucy and Susan each follow their own path, they end up finding themselves at Willy's Chocolate factory. Walking through a wardrobe, they discover the world of Gnarnia, which is ruled by the White Bitch. Meeting up with characters such as Harry Potter and Captain Jack Swallows, the newly reunited family must team up with Aslo, a wise-but-horny lion to stop the white bitch's army.

January 25, 2007
142 min

Regency Enterprises, New Regency Pictures, Paul Schiff Productions, 20th Century Fox

Box Office
86.9M
TMDB
3.9
Popularity
23.235
View Case Study
Serenity movie poster

Serenity

The quiet life of Baker Dill, a fishing boat captain who lives on the isolated Plymouth Island, where he spends his days obsessed with capturing an elusive tuna while fighting his personal demons, is interrupted when someone from his past comes to him searching for help.

January 24, 2019
142 min

Nebulastar, Shoebox Films

Box Office
14.5M
TMDB
5.4
Popularity
13.057
View Case Study
Frances Ha movie poster

Frances Ha

An aspiring dancer moves to New York City and becomes caught up in a whirlwind of flighty fair-weather friends, diminishing fortunes and career setbacks.

May 17, 2013
142 min

Scott Rudin Productions, RT Features, Pine District Pictures

Box Office
4.1M
TMDB
7.4
Popularity
15.749
View Case Study
Outlaw King movie poster

Outlaw King

Forced into exile by the English after being crowned King of Scotland, legendary warrior Robert the Bruce fights to reclaim the throne.

September 6, 2018
142 min

Anonymous Content, Sigma Films, Clockwork Sessions

Box Office
0
TMDB
6.8
Popularity
14.981
View Case Study
Trouble with the Curve movie poster

Trouble with the Curve

Slowed by age and failing eyesight, crack baseball scout Gus Lobel takes his grown daughter along as he checks out the final prospect of his career. Along the way, the two renew their bond, and she catches the eye of a young player-turned-scout.

September 21, 2012
142 min

Malpaso Productions, Warner Bros. Pictures

Box Office
49.0M
TMDB
7
Popularity
34.14
View Case Study
The Marksman movie poster

The Marksman

Jim Hanson’s quiet life is suddenly disturbed by two people crossing the US/Mexico border – a woman and her young son – desperate to flee a Mexican cartel. After a shootout leaves the mother dead, Jim becomes the boy’s reluctant defender. He embraces his role as Miguel’s protector and will stop at nothing to get him to safety, as they go on the run from the relentless assassins.

January 15, 2021
142 min

Sculptor Media, Zero Gravity Management, Cutting Edge Group, Stonehouse Motion Pictures, Voltage Pictures

Box Office
23.1M
TMDB
6.9
Popularity
32.218
View Case Study
Notorious movie poster

Notorious

In order to help bring Nazis to justice, U.S. government agent T.R. Devlin recruits Alicia Huberman, the American daughter of a convicted German war criminal, as a spy. As they begin to fall for one another, Alicia is instructed to win the affections of Alexander Sebastian, a Nazi hiding out in Brazil. When Sebastian becomes serious about his relationship with Alicia, the stakes get higher, and Devlin must watch her slip further undercover.

August 21, 1946
142 min

RKO Radio Pictures, Vanguard Films

Box Office
24.5M
TMDB
7.8
Popularity
17.03
View Case Study

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