Success Stories

Terry Hines & Associates: Oldboy Remake is a Scene Stealer  

Overview

For over 40 years, Terry Hines & Associates has been helping multi-media brands gain exposure. When Spike Lee directed the remake of Chan-woo Park’s film Oldboy, FilmDistrict easily chose Terry Hines & Associates as the marketing agency of choice to promote the film’s debut at the San Diego and New York Comic-Con.

The goal was two-fold – Terry Hines & Associates had to build brand awareness amongst new “filmies” while maintaining Oldboy’s cult following.

The Challenge

Given the international cast of Oldboy, Terry Hines & Associates knew they needed talent and the “wow” factor to capture their target audience’s attention. They also needed specialty talent that could bring the Gas Lamp District scene of the movie to life.

To make it possible, they turned to CMT Agency to source, vet and hand-select 20 female models who could best portray the Asian hotel escort characters in the film remake.

The Solution

CMT Agency was able to leverage its expertise in providing specialty talent for PR events to deliver a memorable experience that Comic-Con goers will never forget. The models walked around the Gas Lamp District in tall black boots and purple kimonos while holding yellow umbrellas. They were the exact replica of the girls from the film.

The PR stunt was a huge hit at the San Diego Comic-Con, receiving an overwhelming amount of press that was carried over to the promotion at the New York City Comic-Con.