How Upside Down should've done marketing on TikTok, Instagram & YouTube.
A 6.3-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 an alternate universe where twinned worlds have opposite gravities, a young man battles interplanetary prejudice and the laws of physics in his quest to reunite with the long-lost girl of his dreams in this visually stunning romantic adventure that poses the question: what if love was stronger than gravity?

Upside Down Films, Les Films Upside Down, Onyx Films, Transfilm, Studio 37, Kinologic Films, Jouror Productions, France 2 Cinéma, Canal+, Ciné+, France Télévisions, Kinology, Warner Bros. Pictures
Canada, France
Upside Down Films, Les Films Upside Down, Onyx Films, Transfilm, Studio 37, Kinologic Films, Jouror Productions, France 2 Cinéma, Canal+, Ciné+, France Télévisions, Kinology, Warner Bros. Pictures 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 Upside Down. 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+
Upside Down Films, Les Films Upside Down, Onyx Films, Transfilm, Studio 37, Kinologic Films, Jouror Productions, France 2 Cinéma, Canal+, Ciné+, France Télévisions, Kinology, Warner Bros. Pictures 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 $60.0M making it. But not enough marketing it.
Upside Down grossed $22.2M on a $60.0M budget. A box office miss. Put even 1% of that production budget into Createable and the opening weekend looks completely different.
Production Budget
$60.0M
Budget
Posts
Views
CPM
Box office gross: $22.2M on a $60.0M 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 Upside Down 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 @Upside DownFans 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 'Upside Down 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 Upside Down 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 Upside Down 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.
2343 people on IMDB already love this film. None of them are in your CRM.
A 6.3 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
6.3
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.

@Upside DownFans
~55K in 60 days

@Upside DownOfficial
~55K in 60 days

@Upside DownClips
~55K in 60 days

@Upside DownFilms
~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
22.2M
Based on $50K at $0.58 CPM avg.
Posts Deployed
2,343
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 Upside Down campaign actually looks like.
These are benchmarks from campaigns we've already run, not projections from a pitch deck. A Romance, Science Fiction, Drama, Fantasy title with a 6.3 rating and 2,343 ratings. Real numbers.
What the pipeline produces.
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Legendary Pictures, Thunder Road, Moving Picture Company, Pendle Mountain Productions, China Film Group Corporation, Universal Pictures, Wigram Productions, Outlaw Sinema

Munich
During the 1972 Olympic Games in Munich, eleven Israeli athletes are taken hostage and murdered by a Palestinian terrorist group known as Black September. In retaliation, the Israeli government recruits a group of Mossad agents to track down and execute those responsible for the attack.
Universal Pictures, Amblin Entertainment, Barry Mendel Productions, Alliance Atlantis, Peninsula Films, DreamWorks Pictures, The Kennedy/Marshall Company

Friday the 13th
A group of young adults visit a boarded up campsite named Crystal Lake where they soon encounter the mysterious Jason Voorhees and his deadly intentions.
New Line Cinema, Paramount, Platinum Dunes, Crystal Lake Entertainment

To Kill a Mockingbird
Scout Finch, 6, and her older brother Jem live in sleepy Maycomb, Alabama, spending much of their time with their friend Dill and spying on their reclusive and mysterious neighbor, Boo Radley. When Atticus, their widowed father and a respected lawyer, defends a black man named Tom Robinson against fabricated rape charges, the trial and tangent events expose the children to evils of racism and stereotyping.
Pakula-Mulligan, Brentwood Productions

Gabriel's Inferno
An intriguing and sinful exploration of seduction, forbidden love, and redemption, Gabriel's Inferno is a captivating and wildly passionate tale of one man's escape from his own personal hell as he tries to earn the impossible--forgiveness and love.
PassionFlix

Death Wish
A mild-mannered father is transformed into a killing machine after his family is torn apart by a violent act.
Metro-Goldwyn-Mayer, Cave 76 Productions

Mowgli: Legend of the Jungle
A human child raised by wolves, must face off against a menacing tiger named Shere Khan, as well as his own origins.
The Imaginarium, Warner Bros. Pictures

Colombiana
After witnessing her parents’ murder as a child in Bogota, Cataleya Restrepo grows up to be a stone-cold assassin. She works for her uncle as a hitman by day, but her personal time is spent engaging in vigilante murders that she hopes will lead her to her ultimate target: the mobster responsible for her parents' death.
A.J.O.Z. Films, EuropaCorp, Grive Productions, CinéCinéma, Canal+, TF1 Films Production

Halloween Kills
The nightmare isn't over as unstoppable killer Michael Myers escapes from Laurie Strode's trap to continue his ritual bloodbath. Injured and taken to the hospital, Laurie fights through the pain as she inspires residents of Haddonfield, to rise up against Myers. Taking matters into their own hands, the Strode women and other survivors form a vigilante mob to hunt down Michael and end his reign of terror once and for all.
Blumhouse Productions, Miramax, Rough House Pictures, Trancas International Films

The Invitation
Will and his new girlfriend Kira are invited to a dinner with old friends at the house of Will’s ex Eden and her new partner David. Although the evening appears to be relaxed, Will soon gets a creeping suspicion that their charming host David is up to something.
XYZ Films, Gamechanger Films, Lege Artis, The Invitation, Drafthouse Films

Rings
Julia becomes worried about her boyfriend Holt when he explores the dark urban legend of a mysterious videotape said to kill the watcher seven days after viewing. She sacrifices herself to save her boyfriend and in doing so makes a horrifying discovery: there is a "movie within the movie" that no one has ever seen before.
Paramount, Vertigo Entertainment, Macari/Edelstein, Parkes+MacDonald Image Nation, Waddieish Claretrap

Chicago
Murderesses Velma Kelly and Roxie Hart find themselves on death row together and fight for the fame that will keep them from the gallows in 1920s Chicago.
Miramax, Producers Circle, Storyline Entertainment

Immortals
Theseus is a mortal man chosen by Zeus to lead the fight against the ruthless King Hyperion, who is on a rampage across Greece to obtain a weapon that can destroy humanity.
Relativity Media, Virgin Produced, Hollywood Gang Productions, Atmosphere Entertainment MM, Mandate International, Rogue Pictures

Flightplan
Flying at 40,000 feet in a state-of-the art aircraft that she helped design, Kyle Pratt's 6-year-old daughter Julia vanishes without a trace. Or did she? No one on the plane believes Julia was ever onboard. And now Kyle, desperate and alone, can only count on her own wits to unravel the mystery and save her daughter.
Touchstone Pictures, Imagine Entertainment

Booksmart
Two academic teenage superstars realize, on the eve of their high school graduation, that they should have worked less and played more. Determined to never fall short of their peers, the girls set out on a mission to cram four years of fun into one night.
Annapurna Pictures, Gloria Sanchez Productions

Concussion
A dramatic thriller based on the incredible true David vs. Goliath story of American immigrant Dr. Bennet Omalu, the brilliant forensic neuropathologist who made the first discovery of CTE, a football-related brain trauma, in a pro player and fought for the truth to be known. Omalu's emotional quest puts him at dangerous odds with one of the most powerful institutions in the world.
Village Roadshow Pictures, Columbia Pictures, The Cantillon Company, LStar Capital, Scott Free Productions, The Shuman Company, Sony Pictures

Legion
When God loses faith in humankind, he sends his legion of angels to bring on the Apocalypse. Humanity's only hope for survival lies in a group of strangers trapped in an out-of-the-way, desert diner with the Archangel Michael.
Screen Gems, Bold Films

The Foreigner
Quan is a humble London businessman whose long-buried past erupts in a revenge-fueled vendetta when the only person left for him to love – his teenage daughter – dies in an Irish Republican Army car bombing. His relentless search to find the terrorists leads to a cat-and-mouse conflict with a British government official whose own past may hold the clues to the identities of the elusive killers.
Sparkle Roll Media, STX Films, Arthur Sarkissian Productions, The Entertainer Production Company, Orange Corp, Wanda Media Co., Huayi Brothers Pictures, Prosperity Pictures

Rope
Two men attempt to prove they committed the perfect crime by hosting a dinner party after strangling their former classmate to death.
Transatlantic Pictures, Warner Bros. Pictures

Lethal Weapon 4
Officers Martin Riggs and Roger Murtaugh of the Los Angeles Police Department must stop a dangerous crime lord from China from getting his brother out of jail.
Silver Pictures, Donner/Shuler-Donner Productions, Warner Bros. Pictures

They Call Me Jeeg
After coming in contact with radioactive waste, small-time crook Enzo Ceccotti gains super-strength. A misanthropic, introverted brute, he uses his new powers for personal gain until he meets Alessia, a mentally ill girl who believes Enzo is the hero from her favorite anime Steel Jeeg.
Goon Films, RAI Cinema

Tinker Tailor Soldier Spy
In the bleak days of the Cold War, espionage veteran George Smiley is forced from semi-retirement to uncover a Soviet mole within his former colleagues at the heart of MI6.
StudioCanal, Kinowelt Filmproduktion, CinéCinéma, Working Title Films, Karla Films, Canal+, Focus Features, TTSS, AZ Celtic Films

Alpha
In the prehistoric past, Keda, a young and inexperienced hunter, struggles to return home after being separated from his tribe when bison hunting goes awry. On his way back he will find an unexpected ally.
Studio 8, Columbia Pictures, The Picture Company

Project Almanac
A group of teens discover secret plans of a time machine, and construct one. However, things start to get out of control.
Insurge Pictures, Paramount, MTV Films, Platinum Dunes

Water for Elephants
In this captivating Depression-era melodrama, impetuous veterinary student Jacob Jankowski joins a celebrated circus as an animal caretaker but faces a wrenching dilemma when he's transfixed by angelic married performer Marlena.
Big Screen Productions, Fox 2000 Pictures, Flashpoint Entertainment, Dune Entertainment, Ingenious Media

The Power of the Dog
A domineering but charismatic rancher wages a war of intimidation on his brother's new wife and her teen son, until long-hidden secrets come to light.
BBC Film, See-Saw Films, Cross City Films, New Zealand Film Commission, Bad Girl Creek, Max Films

Happy Gilmore
Failed hockey player-turned-golf whiz Happy Gilmore -- whose unconventional approach and antics on the grass courts the ire of rival Shooter McGavin -- is determined to win a PGA tournament so he can save his granny's house with the prize money. Meanwhile, an attractive tour publicist tries to soften Happy's image.
Universal Pictures, Brillstein-Grey Entertainment, Robert Simonds Productions

To All the Boys: P.S. I Still Love You
Lara Jean and Peter have just taken their romance from pretend to officially real when another recipient of one of her love letters enters the picture.
Awesomeness Films, ACE Entertainment

My Best Friend's Wedding
When she receives word that her longtime platonic pal Michael O'Neal is getting married to debutante Kimberly Wallace, food critic Julianne Potter realizes her true feelings for Michael -- and sets out to sabotage the wedding.
TriStar Pictures, Zucker Brothers Productions, Predawn Productions

Patriots Day
In the aftermath of an unspeakable act of terror, Police Sergeant Tommy Saunders joins courageous survivors, first responders and investigators in a race against the clock to hunt down the Boston Marathon bombers before they strike again.
TIK Films, CBS Films, Closest to the Hole Productions, Bluegrass Films, Hutch Parker Entertainment, Leverage

Martyrs
A young woman’s quest for revenge against the people who kidnapped and tortured her as a child leads her and her best friend, also a victim of child abuse, on a terrifying journey into a living hell of depravity.
Wild Bunch, TCB Films, CinéCinéma, Canal+ Horizons, Eskwad, Canal+

The Texas Chainsaw Massacre
After picking up a traumatized young hitchhiker, five friends find themselves stalked and hunted by a chainsaw-wielding killer and his family of equally psychopathic killers.
Focus Features, New Line Cinema, Next Entertainment, Platinum Dunes, Chainsaw Productions LLC, Radar Pictures

Anna
Beneath Anna Poliatova's striking beauty lies a secret that will unleash her indelible strength and skill to become one of the world's most feared government assassins.
EuropaCorp, TF1 Films Production, Summit Entertainment, Work in Progress, Fetish Film, Skyprod, Ondamax Films

Police Academy
New rules enforced by the Lady Mayoress mean that sex, weight, height and intelligence need no longer be a factor for joining the Police Force. This opens the floodgates for all and sundry to enter the Police Academy, much to the chagrin of the instructors. Not everyone is there through choice, though. Social misfit Mahoney has been forced to sign up as the only alternative to a jail sentence and it doesn't take long before he falls foul of the boorish Lieutenant Harris. But before long, Mahoney realises that he is enjoying being a police cadet and decides he wants to stay... while Harris decides he wants Mahoney out!
The Ladd Company, Warner Bros. Pictures

Man on a Ledge
An ex-cop turned con threatens to jump to his death from a Manhattan hotel rooftop. The NYPD dispatch a female police psychologist to talk him down. However, unbeknownst to the police on the scene, the suicide attempt is a cover for the biggest diamond heist ever pulled.
Summit Entertainment, di Bonaventura Pictures
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