What Oprah Did: The Marketing Onslaught for A Wrinkle In Time

From day one of production, Disney pulled out all the stops in promoting A Wrinkle in Time. The marketing enrolled the heavy-hitting social media reach of its’ stars to punt the film and its message of diversity; Winfrey reaches over 67M social media followers across Twitter, Facebook, and Instagram with Witherspoon counting 18.4M and Mindy Kaling north of 15M.

The entire cast worked tirelessly to engage their fanbase and promote the movie, including surprising fans at Disney California Adventure with a sneak peek of the film. There was a Warriors Who Code event in partnership with Facebook, Black Girls Code, Nissan, jetBlue and HP which hosted 50 young women in STEM (science, technology, engineering and math) in a coding challenge to unlock prizes and an early viewing of A Wrinkle in Time, with surprise appearances by the cast. jetBlue sent out emails to its customers encouraging them to see the movie this weekend and announcing that the pic will play in flight as early as May 1. The soundtrack featured a song by Sade which was her first new track in seven years “Flower of the Universe.” There was the crowdfunding “Give a Child the Universe” Color of Change and AMC campaign to provide tickets to underprivileged kids. Questlove created the #WrinkleChallenge to encourage celebrities and followers to donate to the initiative. Bad Feminist author Roxanne Gay bought out two screenings at the ArcLight Culver City over the weekend. One of the most personal pushes for DuVernay was having her hometown of Compton, CA host the first public screening of A Wrinkle in Time. The city has no movie theaters, so Disney created a pop-up one with great sound and picture quality….

The full story at Deadline.