Case Study: Focus Features achieves record-breaking fan engagement with Community

Focus Features drives 400K subscribers with Community

Focus Features partnered with Community to launch a campaign for their film "Obsession." Their challenge was to move beyond traditional movie marketing by creating a fresh, immersive experience that would actively engage audiences, drive social conversation, and have a measurable impact on box office performance.

Community implemented a first-of-its-kind in-character texting experience featuring the film's protagonist, Nikki. The solution blended text messages with custom voice notes to deepen fan immersion. This campaign generated 400K+ subscribers, an 81% response rate, and a 57% click-to-ticketing rate, significantly outperforming industry benchmarks and becoming Community's highest-performing entertainment text initiative.

Focus Features