Breaking News In Yuba County – Marketing Recap

How MGM has sold a dark comedy.

From writer Amanda Idoko and director Tate Taylor comes this week’s comedy Breaking News In Yuba County. Allison Janney stars as Sue Buttons, a suburban housewife who becomes something of a local celebrity after her husband Karl (Matthew Modine) goes “missing” and she embarks on a search to find him. Entranced by her newfound fame, Buttons keeps the charade going through a series of increasingly desperate actions that bring her into contact with local crime figures, persistent police officers and other colorful characters.

The movie also stars Mila Kunis, Wanda Sykes, Awkwafina, Regina Hall and others.

The Posters

You definitely get a sense of the movie’s sense of humor on the poster (by marketing agency Art Machine), released just a couple weeks ago. That comes through not only in the wild artistic design of the primary images, which place the supporting cast around a wide-eyed Sue while offering glimpses of the locations of the story’s action, but also in the copy reading “Sue Buttons has one killer story.”

The Trailers

The trailer (1.2 million views on YouTube), also released in mid-January, follows the rough flow of the story itself, from Sue’s panic over what to do about her dead husband through the notoriety she gains when it seems like he’s been kidnapped and into how it all starts to fall apart when it becomes clear she made much of it up. Along the way we meet some of the unusual local personalities that get involved in some manner and really see the dark sense of humor the film is selling, one conveyed well by the cast, especially Janney.

Online and Social

There is a website listed at the end of the trailer, but repeated attempts to load it were unsuccessful, so it’s not clear what’s on the site. MGM did give the movie some support on its social channels, including running regular little “daily affirmations” featuring brief clips from the film.

Advertising and Promotions

MGM, through its relaunched American International Pictures, acquired the project in October of last year, announcing a January release date at that time.

Some shorter versions of the trailer were run as pre-roll on YouTube, but that’s all the paid advertising I’m aware of.

Media and Press

Janney stopped by “Kimmel” recently to talk about the movie and lots more.

That is, surprisingly, about the end of the press efforts.

Overall

A good poster and strong trailer make me want to like this campaign a lot more than I actually do. The disconnect is caused in large part by the lackluster effort elsewhere, including the site that won’t load, the mostly non-existent press push and so on. Such a showcase for Janney in particular needs more support, not provided here.

It’s such a small campaign, it actually makes me wonder if the theatrical-only release plan for the film caused MGM to scale back the marketing because what’s the point of going big when your maximum box-office take is around $5 million?

Picking Up The Spare

Bridget Everett appeared on “The Tonight Show” to promote the film.

Author: Chris Thilk

Chris Thilk is a freelance writer and content strategist with over 15 years of experience in online strategy and content marketing. He lives in the Chicago suburbs.

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