Boy

The Thinking

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If you haven't seen BOY yet, you're an egg.

Boy is a uniquely Kiwi story. This awesome comedy, Taika Waititi’s second feature film, takes us back to 1984. A time when Michael Jackson was king – even in Waihau Bay on the East Coast. Transmission Films wanted to get Kiwis to the movies in unprecedented numbers for a homegrown film.

We knew that New Zealand filmgoers were declining in numbers, and that Maori (for whom the film would have particular resonance) were not big movie goers and we needed to turn this around.

 

The Solution

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We set out to create an online buzz – to get New Zealanders excited about the film and eager to see it. We wanted to build a sense of anticipation across the nation!

 

The Results

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Boy eclipsed all previous records for a first week’s box office takings for a local production. The film is the highest grossing New Zealand film of all time.

The websites developed for the film have remained popular and have been subsequently used to support the film’s release overseas. The Facebook pages for the film (and the Crazy Horses gang featured in the film) have membership in the hundreds of thousands and the videos we developed for YouTube have been viewed well over a million times.