On November 14, to eventize the release of the film, DMM managed the social extension of Amazon Studios’ nationwide news outlet takeover. In both physical and digital mediums, participating outlets featured fully redacted front pages of their respective periodicals, showing the drastic impact of government censorship. A platform-wide takeover aligned the wider media stunt and drove maximum awareness, utilizing Twitter’s Heart-to-Unlock feature, talent engagement, and a unique redacted conversation with IMDb, Vice News, and Amazon Studios. We amplified the stunt on Instagram by archiving four months worth of content and leaving only a “truth matters” grid. Additionally, we partnered with renowned artist Jenny Holzer to create a moving art exhibit that traveled throughout Los Angeles utilizing text from writer/director Scott Z. Burns’ script.
Participating outlets included The New York Times, San Francisco Chronicle, Washington Post, Dallas Morning News, CNN, Los Angeles Times, USA Today, Fox News, The Guardian, Boston Globe, Apple News, and Chicago Tribune.