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Everyone knows that the Grinch is a Scrooge, but did you know he was so snarky? When it came time for Universal Studios to market the new CG-animated version of the Dr. Seuss classic, they came up with a clever strategy that was both in tune with the main character and made people stop in their tracks. The Grinch, which was released on November 9, lured viewers into theaters with a series of hilarious billboards that show off the Grinch’s sarcastic side.
Across the country, people couldn’t turn away from the giant green billboards that saw the Grinch dropping truth bombs and doling out snarky comments. Many billboards were also tweaked for their specific location. One in New York City stated: “Good luck getting those Hamilton tickets.” In Los Angeles, the Grinch turned his ire toward aspiring actors: “Oh, you’re trying to make it in Hollywood. Let me know how that goes.” He also wasn’t opposed to poking fun at himself. “Another remake, I hope you’re happy Hollywood,” acknowledges the new film’s place as the third to tackle the Dr. Seuss classic after the beloved 1966 animated TV special and Jim Carrey’s 2000 live-action version.
By the looks of The Grinch‘s opening weekend box office haul—it earned $67 million—the viral campaign was a success. It’s a victory for Universal Studios, which had the tough task of convincing audiences to get into the Christmas spirit in early November and convincing young moviegoers that they needed to go see this remake.
By appealing to young adults rather than families, Universal gained additional ticket buyers. The Hollywood Reporter shared that 18% of the opening weekend viewers were between ages 18-24. Undoubtedly, the billboard campaign, which was shared heavily on social media, deserves credit for bringing in a different audience.
These snarky, viral billboards helped The Grinch have a successful opening weekend at the box office.
I’ve been hopeful for this movie ever since I saw that Grinch ad in LA that said “oh, you’re trying to make it in Hollywood? Let me know how that goes.” pic.twitter.com/FYKxCL6Wo6
— Melissa K. Allingham (@Victorynotmine) November 6, 2018
Unless you’re a top percenter, life in the big apple could seem a bit arduous at times. Occupied with such busy lives, New Yorkers are often presumed to be not very welcoming. I love how this AD for the Grinch movie delivers a very subliminal, yet humorous, message! #ADPR221 pic.twitter.com/MxjvhCccLe
— Olivia Stapleton (@oliviastapey) November 7, 2018
h/t: [Bored Panda, Hollywood Reporter]
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