A Gen Z film distributor used social media and influencer events to market his film. At just 26-years-old, Peter Gold decided to launch his own distribution company after the coming-of-age dramedy he produced, Our Hero Balthazar, was passed up by A24 and Neon. Gold managed to spend less than $1M on distribution and $0 on paid marketing by relying on social media word of mouth, tapping content creators and actors in the film to post about it. The Instagram account Gold created for the movie’s fictional protagonist—which had memes about performative males and Erewhon hauls—garnered 72K followers. Gold also hosted a rave at NYC’s Museum of Sex, which required a ticket for the movie for entry. The strategy to bring young audiences to IRL events and post Gen Z-centric memes ended up working out. The movie opened at Regal Union Square in March, where it drew in $33K, making it the number two film at the theater, and its April opening in Los Angeles sold out too. (Fast Company)
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