New Line Cinema Digital & Social Experiences

Role: Creative Strategy, Pitch Development, Concepts, Copywriting, UX Writing, Scriptwriting

Challenge
New Line Cinema engaged Domani Studios to drive awareness, ignite buzz, and spike ticket sales for a slate of major theatrical releases. The goal was to transform traditional movie marketing into digital experiences that fans would naturally want to play with and share across their own social networks.

Solution
I led the creative strategy, pitches, and writing for a series of multi-platform launches. For Hairspray, I concepted interactive banners like "Autographs" and "Do the ‘Do," which allowed fans to create and share personalized digital keepsakes. For Sex and the City, we created a 100-day countdown app that served original fashion-centric content. I created the daily copy—including trend buzz, fashion history, and movie quotes—which fans embedded on their personal pages, fueling massive organic reach with zero marketing spend. For Rush Hour 3, we built engagement through interactive quizzes, custom poster makers, and an integrated Wii game that rewarded players with exclusive trailer access.

Impact
These campaigns successfully turned passive viewers into active promoters. The Hairspray "Autographs" banner drew over 500,000 visitors in its first week and won a Gold Award at the Creativity Annual Awards. Rush Hour 3 earned a Merit Award for Web Games & Entertainment, and the Sex and the City app became a viral case study for organic growth, maintaining a dominant social presence for over three months leading up to the premiere.