Like most Hollywood Studios, Summit Entertainment was looking for ways to build buzz and generate big opening weekend box office numbers for their new horror release “Sinister.”

KMS recognized the power of “word-of-mouth” when promoting a movie (especially in the horror genre) and tapped in to it through personality endorsements. Days before the movies’ release, select major market station personalities were given an advance screening of the film. Then, the personalities shared their emotional reaction to the movie — from fear to excitement to tears – on-air in a series of endorsement spots and via their social media channels.

In addition, local stations capitalized on the Halloween timed release date giving away tickets to local haunted houses, on behalf of the film.

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Elvis Duran Endorsement | WHTZ-FM | New York


Radio – and station personalities – drove interest and ticket sales. Markets where the radio program was implemented exceeded all expectations – consistently outperforming larger markets.