How The Impossible should've done marketing on TikTok, Instagram & YouTube.
A 7.4-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 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
Spain, United States of America
Summit Entertainment, Apaches Entertainment, Canal+ España, ICAA, IVAC, Mediaset España, La Trini, Generalitat Valenciana, Telecinco Cinema, VS Service, Lionsgate 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 Impossible. 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, Apaches Entertainment, Canal+ España, ICAA, IVAC, Mediaset España, La Trini, Generalitat Valenciana, Telecinco Cinema, VS Service, Lionsgate 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 $45.0M making it. But not enough marketing it.
The Impossible grossed $198M on a $45.0M budget. A box office miss. Put even 1% of that production budget into Createable and the opening weekend looks completely different.
Production Budget
$45.0M
Budget
Posts
Views
CPM
Box office gross: $198M on a $45.0M 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 Impossible 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 ImpossibleFans 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 Impossible 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, Swedish, Thai, but the story travels. TikTok has no borders. We’d run subtitled and clipped formats across the markets where The Impossible 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 Impossible 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.
5880 people on IMDB already love this film. None of them are in your CRM.
A 7.4 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
7.4
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 ImpossibleFans
~55K in 60 days

@The ImpossibleOfficial
~55K in 60 days

@The ImpossibleClips
~55K in 60 days

@The ImpossibleFilms
~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
198M
Based on $50K at $0.58 CPM avg.
Posts Deployed
5,880
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 Impossible campaign actually looks like.
These are benchmarks from campaigns we've already run, not projections from a pitch deck. A Adventure, Drama, Thriller title with a 7.4 rating and 5,880 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
300M
CPM
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Posts
2.5K
Views
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CPM
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Posts
3.1K
Views
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CPM
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Posts
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CPM
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Posts
566
Views
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CPM
$0.58

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Posts
200
Views
30M
CPM
$0.31

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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

A Good Day to Die Hard
Iconoclastic, take-no-prisoners cop John McClane, finds himself for the first time on foreign soil after traveling to Moscow to help his wayward son Jack - unaware that Jack is really a highly-trained CIA operative out to stop a nuclear weapons heist. With the Russian underworld in pursuit, and battling a countdown to war, the two McClanes discover that their opposing methods make them unstoppable heroes.
Mid Atlantic Films, Ingenious Media, Dune Entertainment, Big Screen Productions, Temple Hill Entertainment, TSG Entertainment, Giant Pictures, Origo Film Group, 20th Century Fox

300: Rise of an Empire
Greek general Themistocles attempts to unite all of Greece by leading the charge that will change the course of the war. Themistocles faces the massive invading Persian forces led by mortal-turned-god, Xerxes and Artemesia, the vengeful commander of the Persian navy.
Legendary Pictures, Hollywood Gang Productions, Atmosphere Entertainment MM, Nimar Studios, Warner Bros. Pictures, Cruel & Unusual Films

Lock, Stock and Two Smoking Barrels
A card shark and his unwillingly-enlisted friends need to make a lot of cash quick after losing a sketchy poker match. To do this they decide to pull a heist on a small-time gang who happen to be operating out of the flat next door.
Summit Entertainment, The Steve Tisch Company, SKA Films, PolyGram Filmed Entertainment, HandMade Films

The Nun
A priest with a haunted past and a novice on the threshold of her final vows are sent by the Vatican to investigate the death of a young nun in Romania and confront a malevolent force in the form of a demonic nun.
New Line Cinema, Atomic Monster, The Safran Company

Gangs of New York
In 1863, Amsterdam Vallon returns to the Five Points of America to seek vengeance against the psychotic gangland kingpin, Bill the Butcher, who murdered his father years earlier. With an eager pickpocket by his side and a whole new army, Vallon fights his way to seek vengeance on the Butcher and restore peace in the area.
Miramax, Initial Entertainment Group, Alberto Grimaldi Productions, Touchstone Pictures

The Age of Adaline
After 29-year-old Adaline recovers from a nearly lethal accident, she inexplicably stops growing older. As the years stretch on and on, Adaline keeps her secret to herself until she meets a man who changes her life.
Lakeshore Entertainment, Sidney Kimmel Entertainment, Lionsgate

Terminator 3: Rise of the Machines
It's been 10 years since John Connor saved Earth from Judgment Day, and he's now living under the radar, steering clear of using anything Skynet can trace. That is, until he encounters T-X, a robotic assassin ordered to finish what T-1000 started. Good thing Connor's former nemesis, the Terminator, is back to aid the now-adult Connor … just like he promised.
Columbia Pictures, Intermedia Films, C-2 Pictures, IMF Internationale Medien und Film GmbH & Co. 3. Produktions KG, Mostow/Lieberman Productions, Warner Bros. Pictures, Senator International

28 Days Later
Twenty-eight days after a killer virus was accidentally unleashed from a British research facility, a small group of London survivors are caught in a desperate struggle to protect themselves from the infected. Carried by animals and humans, the virus turns those it infects into homicidal maniacs -- and it's absolutely impossible to contain.
DNA Films

The Emperor's New Groove
Kuzco is a self-centered emperor who summons Pacha from a village and to tell him that his home will be destroyed to make room for Kuzco's new summer home. Kuzco's advisor, Yzma, tries to poison Kuzco and accidentally turns him into a llama, who accidentally ends up in Pacha's village. Pacha offers to help Kuzco if he doesn't destroy his house, and so they form an unlikely partnership.
Walt Disney Pictures, Walt Disney Feature Animation

Beetlejuice
After an untimely death, a newly dead New England couple seek help from a deranged demon exorcist to scare an affluent New York family out of their home.
Geffen Pictures, Warner Bros. Pictures

Mission: Impossible II
With computer genius Luther Stickell at his side and a beautiful thief on his mind, agent Ethan Hunt races across Australia and Spain to stop a former IMF agent from unleashing a genetically engineered biological weapon called Chimera. This mission, should Hunt choose to accept it, plunges him into the center of an international crisis of terrifying magnitude.
Paramount, Cruise/Wagner Productions

Ad Astra
The near future, a time when both hope and hardships drive humanity to look to the stars and beyond. While a mysterious phenomenon menaces to destroy life on planet Earth, astronaut Roy McBride undertakes a mission across the immensity of space and its many perils to uncover the truth about a lost expedition that decades before boldly faced emptiness and silence in search of the unknown.
New Regency Productions, MadRiver Pictures, Plan B Entertainment, RT Features, Bona Film Group, TSG Entertainment, Keep Your Head Productions, 20th Century Fox

Scream
A year after the murder of her mother, Sidney Prescott is terrorized by a masked killer who targets her and her friends by using scary movies as part of a deadly game.
Dimension Films, Woods Entertainment, Miramax

Midsommar
Several friends travel to Sweden to study as anthropologists a summer festival that is held every ninety years in the remote hometown of one of them. What begins as a dream vacation in a place where the sun never sets, gradually turns into a dark nightmare as the mysterious inhabitants invite them to participate in their disturbing festive activities.
B-Reel Films, Square Peg

Mission: Impossible III
Retired from active duty, and training recruits for the Impossible Mission Force, agent Ethan Hunt faces the toughest foe of his career: Owen Davian, an international broker of arms and information, who is as cunning as he is ruthless. Davian emerges to threaten Hunt and all that he holds dear -- including the woman Hunt loves.
Paramount, Cruise/Wagner Productions

The Proposal
When she learns she's in danger of losing her visa status and being deported, overbearing book editor Margaret Tate forces her put-upon assistant, Andrew Paxton, to marry her.
Kurtzman/Orci, Touchstone Pictures, Mandeville Films

Rio
Captured by smugglers when he was just a hatchling, a macaw named Blu never learned to fly and lives a happily domesticated life in Minnesota with his human friend, Linda. Blu is thought to be the last of his kind, but when word comes that Jewel, a lone female, lives in Rio de Janeiro, Blu and Linda go to meet her. Animal smugglers kidnap Blu and Jewel, but the pair soon escape and begin a perilous adventure back to freedom -- and Linda.
Blue Sky Studios, 20th Century Fox Animation, 20th Century Fox

Sleepy Hollow
New York detective Ichabod Crane is sent to Sleepy Hollow to investigate a series of mysterious deaths in which the victims are found beheaded. Locals believe the culprit to be none other than the legendary Headless Horseman.
Paramount, Mandalay Pictures, American Zoetrope, Tim Burton Productions, Karol Film Productions, Scott Rudin Productions, Adam Schroeder Entertainment, Dieter Geissler Filmproduktion, StudioCanal, Lions Gate Films, Summit Entertainment

The Intern
70-year-old widower Ben Whittaker has discovered that retirement isn't all it's cracked up to be. Seizing an opportunity to get back in the game, he becomes a senior intern at an online fashion site, founded and run by Jules Ostin.
Waverly Films

Super 8
In 1979 Ohio, several youngsters are making a zombie movie with a Super-8 camera. In the midst of filming, the friends witness a horrifying train derailment and are lucky to escape with their lives. They soon discover that the catastrophe was no accident, as a series of unexplained events and disappearances soon follows. Deputy Jackson Lamb, the father of one of the kids, searches for the terrifying truth behind the crash.
Bad Robot, Amblin Entertainment, Paramount, K/O Camera Toys

Lion
A five-year-old Indian boy gets lost on the streets of Calcutta, thousands of kilometers from home. He survives many challenges before being adopted by a couple in Australia; 25 years later, he sets out to find his lost family.
The Weinstein Company, See-Saw Films, Screen Australia, Aquarius Films, Sunstar Entertainment

Taken 2
In Istanbul, retired CIA operative Bryan Mills and his wife are taken hostage by the father of a kidnapper Mills killed while rescuing his daughter.
EuropaCorp, Grive Productions, M6 Films, Ciné+, 20th Century Fox, Canal+, Dune Entertainment, Karma Film Prod, Taken 2, Fox International Productions

The Irishman
Pennsylvania, 1956. Frank Sheeran, a war veteran of Irish origin who works as a truck driver, accidentally meets mobster Russell Bufalino. Once Frank becomes his trusted man, Bufalino sends him to Chicago with the task of helping Jimmy Hoffa, a powerful union leader related to organized crime, with whom Frank will maintain a close friendship for nearly twenty years.
Tribeca Productions, Sikelia Productions, Winkler Films

After Earth
One thousand years after cataclysmic events forced humanity's escape from Earth, Nova Prime has become mankind's new home. Legendary General Cypher Raige returns from an extended tour of duty to his estranged family, ready to be a father to his 13-year-old son, Kitai. When an asteroid storm damages Cypher and Kitai's craft, they crash-land on a now unfamiliar and dangerous Earth. As his father lies dying in the cockpit, Kitai must trek across the hostile terrain to recover their rescue beacon. His whole life, Kitai has wanted nothing more than to be a soldier like his father. Today, he gets his chance.
Columbia Pictures, Overbrook Entertainment, Blinding Edge Pictures, Sony Pictures

Pitch Perfect
College student Beca knows she does not want to be part of a clique, but that's exactly where she finds herself after arriving at her new school. Thrust in among mean gals, nice gals and just plain weird gals, Beca finds that the only thing they have in common is how well they sing together. She takes the women of the group out of their comfort zone of traditional arrangements and into a world of amazing harmonic combinations in a fight to the top of college music competitions.
Brownstone Productions, Gold Circle Films, Universal Pictures
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