How What to Expect When You're Expecting should've done marketing on TikTok, Instagram & YouTube.
A 6-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.

Challenges of impending parenthood turn the lives of five couples upside down. Two celebrities are unprepared for the surprise demands of pregnancy; hormones wreak havoc on a baby-crazy author, while her husband tries not to be outdone by his father, who's expecting twins with his young trophy wife; a photographer's husband isn't sure about his wife's adoption plans; a one-time hook-up results in a surprise pregnancy for rival food-truck owners.

Lionsgate, Alcon Entertainment, Phoenix Pictures, What to Expect Productions
United States of America
Lionsgate, Alcon Entertainment, Phoenix Pictures, What to Expect Productions 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 What to Expect When You're Expecting. 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+
Lionsgate, Alcon Entertainment, Phoenix Pictures, What to Expect Productions 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 $40.0M making it. But not enough marketing it.
What to Expect When You're Expecting grossed $79.7M on a $40.0M budget. A box office miss. Put even 1% of that production budget into Createable and the opening weekend looks completely different.
Production Budget
$40.0M
Budget
Posts
Views
CPM
Box office gross: $79.7M on a $40.0M 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 What to Expect When You're Expecting 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 @What to Expect When You're ExpectingFans 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 'What to Expect When You're Expecting 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 What to Expect When You're Expecting 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 What to Expect When You're Expecting 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.
1702 people on IMDB already love this film. None of them are in your CRM.
A 6 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
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.

@What to Expect When You're ExpectingFans
~55K in 60 days

@What to Expect When You're ExpectingOfficial
~55K in 60 days

@What to Expect When You're ExpectingClips
~55K in 60 days

@What to Expect When You're ExpectingFilms
~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
79.7M
Based on $50K at $0.58 CPM avg.
Posts Deployed
1,702
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 What to Expect When You're Expecting campaign actually looks like.
These are benchmarks from campaigns we've already run, not projections from a pitch deck. A Romance, Comedy, Drama title with a 6 rating and 1,702 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
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CPM
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Posts
200
Views
30M
CPM
$0.31

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Miss Congeniality 2: Armed and Fabulous
After her triumph at the Miss United States pageant, FBI agent Gracie Hart becomes an overnight sensation -- and the new "face of the FBI". But it's time to spring into action again when the pageant's winner, Cheryl, and emcee, Stan, are abducted.
Village Roadshow Pictures, Castle Rock Entertainment, Fortis Films, Warner Bros. Pictures

Tango & Cash
Ray Tango and Gabriel Cash are narcotics detectives who, while both being extremely successful, can't stand each other. Crime Lord Yves Perret, furious at the loss of income that Tango and Cash have caused him, frames the two for murder. Caught with the murder weapon on the scene of the crime, the two have no alibi. Thrown into prison with most of the criminals they helped convict, it appears that they are going to have to trust each other if they are to clear their names and catch the evil Perret.
The Guber-Peters Company, Warner Bros. Pictures

Jaws 2
Police chief Brody must protect the citizens of Amity after a second monstrous shark begins terrorizing the waters.
Universal Pictures

Barbarian
In town for a job interview, a young woman arrives at her Airbnb late at night only to find that it has been mistakenly double-booked and a strange man is already staying there. Against her better judgement, she decides to stay the night anyway.
BoulderLight Pictures, Vertigo Entertainment, Regency Enterprises, Hammerstone Studios, Almost Never Films, 20th Century Studios

The Last: Naruto the Movie
Two years after the events of the Fourth Great Ninja War, the moon that Hagoromo Otsutsuki created long ago to seal away the Gedo Statue begins to descend towards the world, threatening to become a meteor that would destroy everything on impact. Amidst this crisis, a direct descendant of Kaguya Otsutsuki named Toneri Otsutsuki attempts to kidnap Hinata Hyuga but ends up abducting her younger sister Hanabi. Naruto and his allies now mount a rescue mission before finding themselves embroiled in a final battle to decide the fate of everything.
Aniplex

Ambulance
Decorated veteran Will Sharp, desperate for money to cover his wife's medical bills, asks for help from his adoptive brother Danny. A charismatic career criminal, Danny instead offers him a score: the biggest bank heist in Los Angeles history: $32 million.
Universal Pictures, Bay Films, Endeavor Content, New Republic Pictures, Project X Entertainment

West Side Story
In the slums of the upper West Side of Manhattan, New York, a gang of Polish-American teenagers called the Jets compete with a rival gang of recently immigrated Puerto Ricans, the Sharks, to "own" the neighborhood streets. Tensions are high between the gangs but two romantics, one from each gang, fall in love leading to tragedy.
Seven Arts Productions, The Mirisch Company

The Counselor
A lawyer finds himself in far over his head when he attempts to get involved in drug trafficking.
Scott Free Productions, TSG Entertainment, Ingenious Media, Fox 2000 Pictures, Nick Wechsler Productions, Chockstone Pictures, Big Screen Productions, Kanzaman Productions

Elle
When Michèle, the CEO of a gaming software company, is attacked in her home by an unknown assailant, she refuses to let it alter her precisely ordered life. She manages crises involving family, all the while becoming engaged in a game of cat and mouse with her stalker.
France 2 Cinéma, SBS Productions, Twenty Twenty Vision Filmproduktion, Proximus, Entre Chien et Loup

Shoot 'Em Up
A man named Mr. Smith delivers a woman's baby during a shootout, and is then called upon to protect the newborn from the army of gunmen.
New Line Cinema, Angry Films

Crocodile Dundee
When a New York reporter plucks crocodile hunter Mick Dundee from the Australian Outback for a visit to the Big Apple, it's a clash of cultures and a recipe for good-natured comedy as naïve Dundee negotiates the concrete jungle. He proves that his instincts are quite useful in the city and adeptly handles everything from wily muggers to high-society snoots without breaking a sweat.
Paramount, Rimfire Films

Before I Wake
An orphaned child's dreams—and nightmares—manifest physically as he sleeps.
MICA Entertainment, Relativity Media, Intrepid Pictures, Demarest Films

Serpico
Frank Serpico is an idealistic New York City cop who refuses to take bribes, unlike the rest of the force. His actions get Frank shunned by the other officers, and often placed in dangerous situations by his partners. When his superiors ignore Frank's accusations of corruption, he decides to go public with the allegations. Although this causes the Knapp Commission to investigate his claims, Frank has also placed a target on himself.
De Laurentiis Entertainment Group, Artists Entertainment Complex, Produzioni De Laurentiis - International Manufacturing Company, Paramount

Papillon
A man befriends a fellow criminal as the two of them begin serving their sentence on a dreadful prison island, which inspires the man to plot his escape.
Allied Artists Pictures, Solar Productions, Corona-General

eXistenZ
A game designer on the run from assassins must play her latest virtual reality creation with a marketing trainee to determine if the game has been damaged.
Dimension Films, Alliance Atlantis, Natural Nylon Entertainment, Serendipity Point Films, Téléfilm Canada, The Movie Network, Union Générale Cinématographique

Paterson
A week in the life of Paterson, a poet bus driver, and his wife Laura, a very creative artist, who live in Paterson, New Jersey, hometown of many famous poets and artists.
Inkjet Productions, Amazon Studios, Animal Kingdom, K5 International, Le Pacte

Welcome to the South
Alberto (Claudio Bisio), post office manager of a small town in Brianza, under pressure of his wife Sylvia (Angela Finocchiaro), is willing to do anything to get the transfer to Milan. Even pretending to be disabled to climb in the ranking. But the trick does not work and as punishment, he is transferred in a small town in Campania, which to an inhabitant of the north is equivalent to a nightmare ...
Medusa Film, Cattleya, Sky Italia

Aladdin and the King of Thieves
Legendary secrets are revealed as Aladdin and his friends—Jasmine, Abu, Carpet and, of course, the always entertaining Genie—face all sorts of terrifying threats and make some exciting last-minute escapes pursuing the King Of Thieves and his villainous crew.
Disney Television Animation

I Can Quit Whenever I Want
A university researcher is fired because of the cuts to university. To earn a living he decides to produce drugs recruiting his former colleagues, who despite their skills are living at the margins of society.
Ascent Film, Fandango, RAI Cinema

The Woman King
The story of the Agojie, the all-female unit of warriors who protected the African Kingdom of Dahomey in the 1800s with skills and a fierceness unlike anything the world has ever seen, and General Nanisca as she trains the next generation of recruits and readies them for battle against an enemy determined to destroy their way of life.
TriStar Pictures, JuVee Productions, Entertainment One, Welle Entertainment, TSG Entertainment II

I'm Thinking of Ending Things
Nothing is as it seems when a woman experiencing misgivings about her new boyfriend joins him on a road trip to meet his parents at their remote farm.
Likely Story, Projective Testing Service

Role Models
Two salesmen trash a company truck on an energy drink-fueled bender. Upon their arrest, the court gives them a choice: do hard time or spend 150 service hours with a mentorship program. After one day with the kids, however, jail doesn't look half bad.
WideAwake, Universal Pictures, Internationale Filmproduktion Stella-del-Süd, Relativity Media, Stuber/Parent, New Regency Pictures

St. Vincent
A young boy whose parents just divorced finds an unlikely friend and mentor in the misanthropic, bawdy, hedonistic, war veteran who lives next door.
Chernin Entertainment, The Weinstein Company, Crescendo Productions, Goldenlight Films

Year One
When a couple of lazy hunter-gatherers are banished from their primitive village, they set off on an epic journey through the ancient world.
Columbia Pictures, Apatow Productions, Ocean Pictures

The Kissing Booth 3
It’s the summer before Elle heads to college, and she has a secret decision to make. Elle has been accepted into Harvard, where boyfriend Noah is matriculating, and also Berkeley, where her BFF Lee is headed and has to decide if she should stay or not.
Komixx Entertainment

Licence to Kill
After capturing the notorious drug lord Franz Sanchez, Bond's close friend and former CIA agent Felix Leiter is left for dead and his wife is murdered. Bond goes rogue and seeks vengeance on those responsible, as he infiltrates Sanchez's organization from the inside.
Eon Productions, United Artists, Danjaq

Twin Peaks: Fire Walk with Me
In the questionable town of Deer Meadow, Washington, FBI Agent Desmond inexplicably disappears while hunting for the man who murdered a teen girl. The killer is never apprehended, and, after experiencing dark visions and supernatural encounters, Agent Dale Cooper chillingly predicts that the culprit will claim another life. Meanwhile, in the more cozy town of Twin Peaks, hedonistic beauty Laura Palmer hangs with lowlifes and seems destined for a grisly fate.
New Line Cinema, CiBy 2000

Elephant
Several ordinary high school students go through their daily routine as two others prepare for something more malevolent.
HBO Films, Fearmakers Studios, Blue Relief Productions, Meno Films, Fine Line Features

A Serbian Film
Milos, a retired porn star, leads a normal family life trying to make ends meet. Presented with the opportunity of a lifetime to financially support his family for the rest of their lives, Milos must participate in one last mysterious film. From then on, Milos is drawn into a maelstrom of unbelievable cruelty and mayhem.
Contra Film

That's My Boy
While in his teens, Donny fathered a son, Todd, and raised him as a single parent up until Todd's 18th birthday. Now, after not seeing each other for years, Todd's world comes crashing down when Donny resurfaces just before Todd's wedding.
Relativity Media, Columbia Pictures, Happy Madison Productions

Halloween 4: The Return of Michael Myers
The apparently comatose Michael Myers is being transferred from one hospital to another, but he wakes up when the ambulance crew talk about his surviving niece, Jamie. After slaughtering his attendants, Myers sets out to find his one living relative who is, fortunately, being cared for by a kind and resourceful foster sister named Rachel. Meanwhile, the ever-cautious Dr. Loomis remains on the killer's path.
Trancas International Films, Galaxy International Releasing

I Want You
The sexy Gin is the new love of Hache, but this can not forget his former girlfriend, so the love triangle is inevitable.
Zeta Studios, Atresmedia

Conan the Barbarian
A quest that begins as a personal vendetta for the fierce Cimmerian warrior soon turns into an epic battle against hulking rivals, horrific monsters, and impossible odds, as Conan realizes he is the only hope of saving the great nations of Hyboria from an encroaching reign of supernatural evil.
Dark Horse Entertainment, Nu Image, Paradox Entertainment, Nimar Studios, Cinema Vehicle Services, Millennium Media

Battle of the Sexes
The true story of the 1973 tennis match between World number one Billie Jean King and ex-champ and serial hustler Bobby Riggs.
Fox Searchlight Pictures, Decibel Films, Cloud Eight Films, Ingenious Media

The Family Man
Jack's lavish, fast-paced lifestyle changes one Christmas night when he stumbles into a grocery store holdup and disarms the gunman. The next morning he wakes up in bed lying next to Kate, his college sweetheart he left in order to pursue his career, and to the horrifying discovery that his former life no longer exists. As he stumbles through this alternate suburban universe, Jack finds himself at a crossroad where he must choose between his high-power career and the woman he loves.
Beacon Pictures, Saturn Films, Buena Vista International, Universal Pictures

Mr. Holmes
In 1947, long-retired and near the end of his life, Sherlock Holmes grapples with an unreliable memory and must rely on his housekeeper's son as he revisits the still-unsolved case that led to his retirement.
FilmNation Entertainment, BBC Film, See-Saw Films, Archer Gray, AI Film

Scouts Guide to the Zombie Apocalypse
Three scouts and lifelong friends join forces with one badass cocktail waitress to become the world’s most unlikely team of heroes. When their peaceful town is ravaged by a zombie invasion, they’ll fight for the badge of a lifetime and put their scouting skills to the test to save mankind from the undead.
Broken Road Productions, Brucks Entertainment, Oops Doughnuts Productions

Star Trek II: The Wrath of Khan
It is the 23rd century. The Federation Starship U.S.S. Enterprise is on routine training maneuvers and Admiral James T. Kirk seems resigned to the fact that this inspection may well be the last space mission of his career. But Khan is back. Aided by his exiled band of genetic supermen, Khan - brilliant renegade of 20th century Earth - has raided Space Station Regula One, stolen a top secret device called Project Genesis, wrested control of another Federation Starship and sets out in pursuit of the Enterprise, determined to let nothing stand in the way of his mission: kill Admiral Kirk... even if it means universal Armageddon.
Paramount

G-Force
A team of trained secret agent animals, guinea pigs Darwin, Hurley, Juarez, Blaster, mole Speckles, and fly Mooch takes on a mission for the US government to stop evil Leonard Saber, who plans to destroy the world with household appliances. But the government shuts them down and they are sentenced to a pet shop. Can they escape to defeat the villain and save the world?
Walt Disney Pictures, Jerry Bruckheimer Films, Whamaphram Productions
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