How The Change-Up should've done marketing on TikTok, Instagram & YouTube.
A 6,1-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.

Dave is a married man with two kids and a loving wife, and Mitch is a single man who is at the prime of his sexual life. One fateful night while Mitch and Dave are peeing in a fountain when lightning strikes, they switch bodies.

Universal Pictures, Relativity Media, Original Film, Big Kid Pictures, Rampage VFX
United States of America
Universal Pictures, Relativity Media, Original Film, Big Kid Pictures, Rampage VFX 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 The Change-Up. 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+
Universal Pictures, Relativity Media, Original Film, Big Kid Pictures, Rampage VFX 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 $52.0M making it. But not enough marketing it.
The Change-Up grossed $75.5M on a $52.0M budget. A box office miss. Put even 1% of that production budget into Createable and the opening weekend looks completely different.
Production Budget
$52.0M
Budget
Posts
Views
CPM
Box office gross: $75.5M on a $52.0M 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 The Change-Up 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 @The Change-UpFans 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 'The Change-Up 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 The Change-Up 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 The Change-Up 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.
2549 people on IMDB already love this film. None of them are in your CRM.
A 6,1 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
6,1
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.

@The Change-UpFans
~55K in 60 days

@The Change-UpOfficial
~55K in 60 days

@The Change-UpClips
~55K in 60 days

@The Change-UpFilms
~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
75.5M
Based on $50K at $0.58 CPM avg.
Posts Deployed
2,549
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 The Change-Up campaign actually looks like.
These are benchmarks from campaigns we've already run, not projections from a pitch deck. A Comedy title with a 6,1 rating and 2,549 ratings. Real numbers.
What the pipeline produces.
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BBC Film, Independent, UK Film Council, Footprint Investment Fund, Piccadilly Pictures, Lipsync Productions, Artina Films, Rockinghorse Films, Caemhan, Panaramic, Beryl Betty, Atlantic Swiss Productions, Oscilloscope

The Punisher
When undercover FBI agent Frank Castle's wife and son are slaughtered, he becomes 'the Punisher' -- a ruthless vigilante willing to go to any length to avenge his family.
Lions Gate Films, VIP Medienfonds 3, Valhalla Motion Pictures, Marvel Enterprises, VIP 2 Medienfonds

Roald Dahl's The Witches
In late 1967, a young orphaned boy goes to live with his loving grandma in the rural Alabama town of Demopolis. As the boy and his grandmother encounter some deceptively glamorous but thoroughly diabolical witches, she wisely whisks him away to a seaside resort. Regrettably, they arrive at precisely the same time that the world's Grand High Witch has gathered.
ImageMovers, Warner Bros. Pictures, Double Dare You Productions, Necropia Entertainment, Esperanto Filmoj

The Mitchells vs. the Machines
A quirky, dysfunctional family's road trip is upended when they find themselves in the middle of the robot apocalypse and suddenly become humanity's unlikeliest last hope.
Lord Miller, Columbia Pictures, Sony Pictures Animation, One Cool Film Production

Aliens vs Predator: Requiem
The iconic creatures from two of the scariest film franchises in movie history wage their most brutal battle ever—in our own backyard. The small town of Gunnison, Colorado becomes a war zone between two of the deadliest extra-terrestrial life forms—the Alien and the Predator. When a Predator scout ship crash-lands in the hills outside the town, Alien Facehuggers and a hybrid Alien/Predator are released and begin to terrorize the town.
Dune Entertainment, Davis Entertainment, Brandywine Productions, 20th Century Fox

Meet the Robinsons
Lewis, a brilliant young inventor, is keen on creating a time machine to find his mother, who abandoned him in an orphanage. Things take a turn when he meets Wilbur Robinson and his family.
Walt Disney Pictures, Walt Disney Animation Studios

Irreversible
A woman’s lover and her ex-boyfriend take justice into their own hands after she becomes the victim of a rapist. Because some acts can’t be undone. Because man is an animal. Because the desire for vengeance is a natural impulse. Because most crimes remain unpunished.
Wild Bunch, Eskwad, StudioCanal, Les Cinémas de la Zone, Nord-Ouest Productions, 120 Films, Canal+

Buried
Paul is a U.S. truck driver working in Iraq. After an attack by a group of Iraqis he wakes to find he is buried alive inside a coffin. With only a lighter and a cell phone it's a race against time to escape this claustrophobic death trap.
Versus Entertainment, The Safran Company, Dark Trick Films, Studio 37, Atresmedia, Canal+ España, Kinology, ICO

Crank: High Voltage
Chelios faces a Chinese mobster who has stolen his nearly indestructible heart and replaced it with a battery-powered ticker that requires regular jolts of electricity to keep working.
Lionsgate, Lakeshore Entertainment, RadicalMedia

Let's Be Cops
It's the ultimate buddy cop movie except for one thing: they're not cops. When two struggling pals dress as police officers for a costume party, they become neighborhood sensations. But when these newly-minted “heroes” get tangled in a real life web of mobsters and dirty detectives, they must put their fake badges on the line.
WideAwake, Genre Films, 20th Century Fox

Seven Years in Tibet
Austrian mountaineer, Heinrich Harrer journeys to the Himalayas without his family to head an expedition in 1939. But when World War II breaks out, the arrogant Harrer falls into Allied forces' hands as a prisoner of war. He escapes with a fellow detainee and makes his way to Llaso, Tibet, where he meets the 14-year-old Dalai Lama, whose friendship ultimately transforms his outlook on life.
TriStar Pictures, Mandalay Entertainment, Applecross, Reperage & Vanguard Films, Sony Pictures

Cheaper by the Dozen
The Baker brood moves to Chicago after patriarch Tom gets a job coaching football at Northwestern University, forcing his writer wife, Mary, and the couple's 12 children to make a major adjustment. The transition works well until work demands pull the parents away from home, leaving the kids bored -- and increasingly mischievous.
20th Century Fox, Robert Simonds Productions

Friday the 13th
Camp counselors are stalked and murdered by an unknown assailant while trying to reopen a summer camp that was the site of a child's drowning.
Georgetown Productions Inc., Sean S. Cunningham Films, Paramount

Desperado
Mariachi plunges headfirst into the dark border underworld when he follows a trail of blood to the last of the infamous Mexican drug lords, Bucho, for an action-packed, bullet-riddled showdown. With the help of his best friend and a beautiful bookstore owner, the Mariachi tracks Bucho, takes on his army of desperados, and leaves a trail of blood of his own.
Los Hooligans Productions, Columbia Pictures

Dune
In the year 10,191, the world is at war for control of the desert planet Arrakis—the only place where the space-travel substance Melange 'Spice' can be found. But when one leader gives up control, it's only so he can stage a coup with some unsavory characters.
Dino De Laurentiis Company

The Abyss
A civilian oil rig crew is recruited to conduct a search and rescue effort when a nuclear submarine mysteriously sinks. One diver soon finds himself on a spectacular odyssey 25,000 feet below the ocean's surface where he confronts a mysterious force that has the power to change the world or destroy it.
Lightstorm Entertainment, Pacific Western, 20th Century Fox

The Little Prince
Based on the best-seller book 'The Little Prince', the movie tells the story of a little girl that lives with resignation in a world where efficiency and work are the only dogmas. Everything will change when accidentally she discovers her neighbor that will tell her about the story of the Little Prince that he once met.
Orange Studio, ON Animation Studios, Canal+, CNC, LPPTV, M6 Films, On Entertainment, Paramount, Lucky Red, Paramount Animation

Pan
Living a bleak existence at a London orphanage, 12-year-old Peter finds himself whisked away to the fantastical world of Neverland. Adventure awaits as he meets new friend James Hook and the warrior Tiger Lily. They must band together to save Neverland from the ruthless pirate Blackbeard. Along the way, the rebellious and mischievous boy discovers his true destiny, becoming the hero forever known as Peter Pan.
Moving Picture Company, Berlanti Productions, RatPac Entertainment, Warner Bros. Pictures, Isobel Griffiths, Prime Focus Ltd.

Scary Movie 5
Home with their newly-formed family, happy parents Dan and Jody are haunted by sinister, paranormal activities. Determined to expel the insidious force, they install security cameras and discover their family is being stalked by an evil dead demon.
Dimension Films, The Weinstein Company, Brad Grey Pictures

American Ultra
Mike is an unmotivated stoner whose small-town life with his live-in girlfriend, Phoebe, is suddenly turned upside down. Unbeknownst to him, Mike is actually a highly trained, lethal sleeper agent. In the blink of an eye, as his secret past comes back to haunt him, Mike is thrust into the middle of a deadly government operation and is forced to summon his inner action-hero in order to survive.
Merced Media Partners, Lionsgate, The Bridge Finance Company, Circle of Confusion, FilmNation Entertainment, Likely Story, PalmStar Media, Tadmor Entertainment

Beowulf
A 6th-century Scandinavian warrior named Beowulf embarks on a mission to slay the man-like ogre, Grendel.
Paramount, Shangri-La Entertainment, ImageMovers

Den of Thieves
A gritty crime saga which follows the lives of an elite unit of the LA County Sheriff's Dept. and the state's most successful bank robbery crew as the outlaws plan a seemingly impossible heist on the Federal Reserve Bank.
Atmosphere Entertainment MM, Diamond Film Productions, G-BASE, Tucker Tooley Entertainment

The Darkest Minds
After a disease kills 98% of America's children, the surviving 2% develop superpowers and are placed in internment camps. A 16-year-old girl escapes her camp and joins a group of other teens on the run from the government.
21 Laps Entertainment, 20th Century Fox

Good Time
After a botched bank robbery lands his younger brother in prison, Connie Nikas embarks on a twisted odyssey through New York City's underworld to get his brother Nick out of jail.
Elara Pictures, Rhea Films

The SpongeBob SquarePants Movie
There's trouble brewing in Bikini Bottom. Someone has stolen King Neptune's crown, and it looks like Mr. Krab, SpongeBob's boss, is the culprit. Though he's just been passed over for the promotion of his dreams, SpongeBob stands by his boss, and along with his best pal Patrick, sets out on a treacherous mission to Shell City to reclaim the crown and save Mr. Krab's life.
Paramount, Nickelodeon Movies, United Plankton Pictures, Rough Draft Studios

Jarhead
Jarhead is a film about a US Marine Anthony Swofford’s experience in the Gulf War. After putting up with an arduous boot camp, Swofford and his unit are sent to the Persian Gulf where they are eager to fight, but are forced to stay back from the action. Swofford struggles with the possibility of his girlfriend cheating on him, and as his mental state deteriorates, his desire to kill increases.
Red Wagon Entertainment, Neal Street Productions

Mr. Bean's Holiday
Mr. Bean wins a trip to Cannes where he unwittingly separates a young boy from his father and must help the two reunite. On the way he discovers France, bicycling and true love, among other things.
Tiger Aspect, Working Title Films

The Life Aquatic with Steve Zissou
Renowned oceanographer Steve Zissou has sworn vengeance upon the rare shark that devoured a member of his crew. In addition to his regular team, he is joined on his boat by Ned, a man who believes Zissou to be his father, and Jane, a journalist pregnant by a married man. They travel the sea, all too often running into pirates and, perhaps more traumatically, various figures from Zissou's past, including his estranged wife, Eleanor.
American Empirical Pictures, Touchstone Pictures, Scott Rudin Productions

Overlord
France, June 1944. On the eve of D-Day, some American paratroopers fall behind enemy lines after their aircraft crashes while on a mission to destroy a radio tower in a small village near the beaches of Normandy. After reaching their target, the surviving paratroopers realise that, in addition to fighting the Nazi troops that patrol the village, they also must fight against something else.
Bad Robot, Paramount

Hotel Rwanda
Inspired by true events, this film takes place in Rwanda in the 1990s when more than a million Tutsis were killed in a genocide that went mostly unnoticed by the rest of the world. Hotel owner Paul Rusesabagina houses over a thousand refuges in his hotel in attempt to save their lives.
Sixth Sense Productions, United Artists, Lions Gate Films, Miracle Pictures, Inside Track Films, Mikado Film, Endgame Entertainment

Coach Carter
Based on a true story, in which Richmond High School head basketball coach Ken Carter made headlines in 1999 for benching his undefeated team due to poor academic results.
Paramount, MTV Films, Tollin/Robbins Productions

The Dreamers
When Isabelle and Theo invite Matthew to stay with them, what begins as a casual friendship ripens into a sensual voyage of discovery and desire in which nothing is off limits and everything is possible.
Fiction Films, Recorded Picture Company, Peninsula Films, Fox Searchlight Pictures, HanWay Films, MEDIA Programme of the European Union
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