Justin Bieber: Never Say Never

Paramount Pictures released the concert film "Justin Bieber: Never Say Never" in 2011. To generate strong audience turnout, the campaign needed to overcome some of the aversion to the pop singer himself in order to expand the film's audience beyond existing fans.

Justin Bieber: Never Say Never

Business Objective

Our business objective was to generate strong audience turnout for the theatrical release of the concert film Justin Bieber: Never Say Never. Success would be measured primarily by opening weekend box office gross, as well as overall domestic gross of the film.

Concert films have an inconsistent track record at the box office. While the Miley Cyrus film Hannah Montana/Miley Cyrus: Best of Both Worlds Concert earned an impressive $65 million in 2008, the Jonas Brothers' film Jonas Brothers: The 3D Concert Experiencetook in a disappointing $19...

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