THE HOUSE THAT JACK BUILT Social Media / Experiential

Submersive teamed with IFC for the theatrical and VOD release of THE HOUSE THAT JACK BUILT, the controversial film from Lars von Trier. Submersive was charged with building buzz around a one-night-only "director's cut" screening in hundreds of cities a month ahead of the standard release, without lessening the excitement over the day-and-date distribution plan. Submersive created and organized a creepy robocalling campaign to key members of the press, built excitement through a grindhouse-style director's cut trailer, and drove hundreds of thousands of organic social engagements around the film's unique release, and turned THE HOUSE THAT JACK BUILT into a genuine event and a big success for IFC.

• Organic social reach averaged over 200,000 people per post

• Submersive created and oversaw a robocalling campaign that was picked up across the entertainment press, and called out by multiple influential journalists on social media.

• We created a grindhouse-style video promoting the "director's cut" screening that was viewed over 500,000 times with no media spend behind it.

• The screening event trended on Twitter and made $200,000 in one night, more than von Trier's last film had made over its entire theatrical run.