Following the success of the first film, Paddington 2 needed to be big and better in every way! Paul King returned to the director’s chair, bringing with him the Brown family and an even wider collective of top British talent, led by newcomer to Windsor Gardens, Phoenix Buchannan played by Hugh Grant.
While the first film’s stratgey focused on reigniting the nostalgia of the brand amongst parents and grandparents, this time with higher box office expectations our startgey looked to build on the awareness of the first film and take it to the next level – exciting those who saw the first film with a new adventure, while also broadening our target audience and therefore box office potential. Our media solutions delivered scale and standout, to position Paddington 2 as not only the family film of November, but the film of Christmas 2017.
Our mass awareness campaign included partnerships with Channel 4 during The Bake Off final, Turner and Nickelodeon to excite the kids, Metro for creative breakout formats and consistent impact messaging close to release, and YouTube Kids App. To create excitement around the new adventure, we teamed up with a number of partners including Turner, Nickelodeon, Metro, Time Out, The Telegraph, and Magic FM.
The campaign contributed to a hugely successful opening weekend at the Box Office of £8.3m over three days. This surpassed all expectations to become not only STUDIOCANAL’s biggest ever opening, but also the biggest every opening for a family title by an Independent distributor in the UK AND the 10th best ever opening for an Independent film in the UK.