Lionsgate for Allied Advertising

Saw IV Campaign

Campaign Objectives: Lionsgate's main objective was to generate buzz and awareness for SAW IV. They sought to engage horror film audiences during the Halloween season using unique high impact creative units and at the same time reach audiences that generated box office revenue for the previous SAW films.

Centro Solution: Using Lionsgate's stock creative assets, Centro produced high impact Sliding Billboard units to generate buzz in each market. The campaign also integrated Home Page, Sports, and Entertainment section Roadblocks, resulting in high performance returns and significant audience engagements. Subsequently, SAW 4 opened #1 at the box office on Halloween weekend. The ad units ran in 13 markets and used leading newspaper and alternative weekly sites to drive movie-goers to theaters.