Magnet "Comme Un Aimant" - Challenge

Our task was to promote this French Movie (Comme Un Aimant), which was scheduled to be shown at only one indie movie theatre in NY.

Also, NY audience’s perception towards French movies and the story of the movie that revolved around French immigrants and French rap music were among other challenges.
However, the story behind the lead actor/director, also a very well known French rapper was quite interesting. He was also the main curator of the soundtrack (co-produced w/ Isaac Hayes & The Dells.)

We initially proposed to launch the sound track to attract attention of the young, hip, and wanna-be artist crowd of Lower East Side of Manhattan. And yet, the record company decided to launch the soundtrack at a later date following the opening of the movie.

We then heavily focused on PR. Our branding idea was to create a small gazette called “Magnet News”, including all the information about how the movie was produced. We distributed it alongside the postcards to all the cafes, bistros and restaurants in L.E. Side, French ones in particular. We designed stickers put on the phone booths around the movie theatre announcing the movie and show times. Those stickers were also put on the pizza boxes of the pizza place next to the movie theatre.