Paramount Pictures Mission: Impossible – Fallout






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

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 Australians to storm the box office for the opening of MISSION: IMPOSSIBLE – FALLOUT.

The numbers speak for themselves


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

Our solution:

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 floodlights 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.