Generating over $23 million domestically, grossing more than $11.7 million in its first week, Kevin Hart’s record-breaking concert film “What Now” stood as one of the most celebrated box office releases of 2016.
In addition to hitting theaters, Hart also traveled to 45 cities across the U.S. and Canada for his “What Now” tour, selling out arenas and football stadiums in comedic rockstar fashion. With the average seat selling for $200, Hart's historic event accounted for a substantial portion of his $87.5 million payday earned last year. Presenting a unique hybrid of cinematic storytelling and live stand up, the immersive entertainment experience set a new precedent for how major motion pictures are developed and marketed to the masses.
Another highly anticipated film that hit theaters in 2017 was the L.T. Hutton produced Tupac Shakur biopic “All Eyes One Me”. Telling the story behind one of rap’s most beloved superstars and cultural leaders, the film generated $27 million in its first week, totaling just under $45 million in sales to date. Tapping into the spirit of nostalgia surrounding Shakur's life and legacy, recreating a series of iconic images, magazine covers and storied moments made the movie's marketing efforts both memorable and effective in driving ticket sales.
The agency behind both films was Glassell House, a Los Angeles based full-service marketing company and design studio, specializing in developing innovative campaigns and creative for major motion pictures, television shows and multimedia entertainment franchises.