Moonwalking to Box Office Glory: How Lionsgate’s Nostalgic, Fan-Centric Marketing Campaign Turned ‘Michael’ Into a Blockbuster

Instagram was one of the early clues that “Michael” was destined for blockbuster status. Nowadays, studios often secure a movie’s social media handles years before launching the marketing campaign. After Lionsgate claimed @michaelmovie for its Michael Jackson biopic, executives noticed the account had racked up 20,000 followers before the studio shared a single poster or […]

By Rebecca Rubin