Case Study: 20th Century Fox achieves 38% female theatrical audience and 47% A18–24 turnout with CitizenNet

20th Century Fox - Customer Case Study

20th Century Fox, preparing the Marvel release DEADPOOL, needed to expand beyond a predominantly male fan base to attract more female viewers for the Valentine's Day launch. They partnered with CitizenNet, using CitizenNet’s Predicted Affinity targeting to reach potential female audiences.

CitizenNet targeted females interested in Anime, Cosplay and Alternative Music while 20th Century Fox ran female-focused, rom-com–styled creative and copy; the campaigns exceeded expectations—females outperformed benchmarks, with CitizenNet’s targeting driving females to represent 38% of the theatrical audience and A18–24 at 47%, and an overall audience split of roughly 45% female / 55% male.

20th Century Fox