The latest film adaptation of the Teenage Mutant Ninja Turtles opened strong this past weekend, earning more than $65 million in the North American box office, winning the weekend and culminating in the announcement of a sequel to be released in June 2016.
Drawing in kids and young adults alike — those dubbed “nostalgics,” or people in their late 20s and early 30s who were Ninja Turtles fans in childhood. (Indeed, more than half of the opening weekend audience was older than 25.) And while the reboot is the creative brainchild of Paramount and Nickelodeon, Viacom tapped into its portfolio of networks to optimize marketing for the film.
The We Are Ninjas video above is one great example of the cross-Viacom marketing teamwork is. MTV and Paramount partnered with a cappella super group Pentatonix to promote the release with this custom, pop anthem inspired by the summer blockbuster. The video premiered across multiple Viacom networks including MTV, VH1, Nickelodeon, MTV2, mtvU, LOGO, CMT, VH1 Classic and Palladia, bolstered by digital and social support.
If you haven’t seen the film yet, it’s high time to pre-game with a pizza pie and head to the theater!