Knives Out Digital

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  1. Knives Out Digital Copy
  2. Knives Out Digital Release Date

Overview

Digital Media Management was excited to partner with Lionsgate as their social media agency for the FYC and home entertainment campaigns for the whodunnit original film, Knives Out. Our goal for both social media campaigns was to maintain the excitement of this buzzworthy movie, build conversation amongst fans, and support the film through awards season.

Objectives

Digital

Knives Out (4K UHD) ( 67,717 ) IMDb 7.9 2 h 10 min 2019 X-Ray HDR UHD PG-13 From Harlan's dysfunctional family to his devoted staff, Blanc sifts through a web of red herrings and self-serving lies to uncover the truth behind Harlan's untimely death.

Our primary objective for both campaigns was to create excitement amongst fans highlighting conversation from the film that sparked humorous content while leaning into the fun storyline of the film. We put our ear to the ground to learn what fans loved about the film and amplified content and community management strategies across all social platforms through our social listening, we noticed that fans loved the family dysfunction and all the banter that came with it, including Chris Evans’ memorable character and his iconic sweater, and the film’s protagonist played by Ana de Armas.

  • Knives Out is just a really well told movie. For 2 hr., 10 min., this is finely paced and edited. Johnson really knows how to steer the story, especially the beginning and introduction to the facts of the case.
  • Knives Out was a critical and commercial success and grossed over $311 million (£225 million) at the box office against a $40 million (£29 million) budget. Netflix is the most popular streaming service, with more than 200 million subscribers around the world.

FYC

Following the film’s release, fans couldn’t stop talking about the infamous sweater that Ransom wore throughout the film, so we teamed up with Lionsgate to execute a stunty Sweater Twitter Surround. The official movie Twitter handle was changed to a stan account for Chris Evans’ iconic sweater, and we supported the initiative by retweeting fans, creating conversation around the sweater, and encouraging fans to tweet us photos of them in their Knives Out sweater using the hashtag #KnivesOutChallenge. We not only trended on Twitter, but our top tweet during the stan account stunt received 2.8M impressions and 158.5K engagements.

As awards season picked up, we pivoted the campaign to support the nominations that Knives Out was receiving. Since a lot of our film’s talent was active on Twitter, we live-tweeted during the award shows and joined relevant conversations to support them, specifically Rian Johnson, who received several notable nominations throughout awards season.

HOME ENT

As we transitioned from the awards campaign to the home entertainment campaign, our strategy shifted to focus on fan favorite characters and creating content that highlighted each of them. We maintained enthusiasm for the cast by encouraging our fans (through direct calls to action) to tell us why they loved those characters.

We leaned heavily into Valentine’s Day to create another zeitgeist moment, and we created a trailer recut of the film as if it were a romantic comedy. Fans who loved the Ransom and Marta pairing went crazy, and the video was one of our top-performing pieces throughout the entire campaign.

We relaunched the #KnivesOutChallenge utilizing Instagram Stories, where we encouraged fans to send us their best pictures for the chance to be featured on our stories. This not only gave fans another chance to participate in the challenge, but it also allowed us to utilize a different platform in a unique way.

RESULTS

Knives

Knives Out was a huge success at the box office earning over 280.2 million, making it the #2 top-grossing movie of all time for an original screenplay. Between our FYC and home ent social media campaigns, we generated a total of 52.3M impressions across Facebook, Twitter and Instagram.

More Work

Rian Johnson's murder mystery masterpiece, Knives Out was released in theaters November 27, and for many of us longing for a rewatch — or those unfortunate few who didn't get a chance to see it in theaters — the most important mystery right now is if and when it's releasing on Netflix, Hulu, Amazon Prime, HBO, or some other streaming service. Thanks to an official announcement from the Knives Out Twitter account, we may have something close to an answer.

Knives Out is releasing digitally to buy (and probably rent) on February 7 and on physical formats February 25. There's still no real way to know exactly when the film might make its way to a familiar streaming platform. However, you don't need to be Benoit Blanc to solve this particular mystery.

Knives Out is distributed by Lionsgate Films, which historically has sold the streaming rights to films like Hellboy (2019) and Long Shot to HBO. Those films were released in theaters April 12 and May 3 of last year, respectively. Then in December, HBO began streaming Long Shot on December 7 and Hellboy on December 12. If we take these as precedents, then it takes about 8 months before a Lionsgate movie is added to the HBO library, assuming HBO and Lionsgate negotiate a price for the streaming rights. That may hold true for Knives Out, putting a potential launch date on HBO around June 2020.

In the words of Benoit Blanc, however, there is a donut hole inside this donut hole.

Back in June 2019, Disney-controlled Hulu jointly acquired the rights to stream Lionsgate movies with the cable channel FX, but that only pertains to films released in 2020 and 2021. Lionsgate also owns Starz network, so it's entirely possible that the exclusive streaming rights will go to Starz, especially because Knives Out is one of the top-rated films of the year. Competing networks like HBO would have to pay a lot of money to secure the streaming rights.

Knives Out received an Academy Award nomination for Best Original Screenplay, which is Rian Johnson's first nomination. He's spoken in recent weeks about potentially developing a sequel. One of the film's stars, Daniel Craig, recently said he'd be 'over the moon' to appear in the sequel. The unfortunate reality of a film this popular is that the streaming rights might become a surprising bidding war in the end. In the meantime, you only have to wait until February 7 to buy (or rent the movie if you can) from Amazon or iTunes.

Knives Out Digital Copy

The Oscars will air February 9, a mere two days after the film is out on digital release. So in the coming weeks, the overall value of Knives Out could increase dramatically.

Knives Out Digital Release Date

Knives Out will be out on digital release February 7 and all other physical formats on February 25, 2020.