How do you smash a franchise’ box-office records?

Paramount Pictures - Mission: Impossible - Fallout

The mission

Superdream, your mission, should you choose to accept it, involves high adrenaline-fueled stunts, Hollywood mega-stars, and show-stopping action! Paramount Pictures needs you to excite and inspire Australian’s to storm the box-office for the opening of MISSION: IMPOSSIBLE – FALLOUT.

What we did

Knowing that the audience for this film is predominantly males, we built hype with a game-day stadium take-over with the Brisbane Lions (AFL). We turned off the stadium flood lights pre-match for a pyrotechnic display in time to the theme music, played the trailer on the big screens, and did ticket giveaways in front of 44,000+ people.

A high-octane film like MISSION: IMPOSSIBLE – FALLOUT needs a large and loud premiere event, so we tracked down Tom Cruise’s motorbike stunt double, Matt Mingay, to thrill the 300 strong crowd of media and influencers on the rooftop carpark at Westfield Carindale, treating them to drinks and canapés before a premiere screening of the film in a packed VMAX cinema.

What happened?


Biggest box office opening weekend for any Mission Impossible film EVER!


VIPs in attendance at the premiere (cinema 100% capacity)


people saw the activation at the Brisbane Lions home game

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