Case Study on The Hours

Released by Paramount Pictures

Objective

Development of on-line outreach program to bring adult women to the theatre

Targets

• Women’s Organizations and Other Relevant “Issue” Groups
• Educational Institutions
• Literary Audiences and Book Readers

Sample Target Organizations

• National Education Association
• National Council of Teachers of English
• National Council of Women’s organizations
• American Association of University Women
• Older Women's League (OWL)
• Human Rights Campaign
• GLAAD

Activities

• Conducted e-mail outreach
• Obtained opinion leader “endorsements”
• Created promotions on existing websites
• Created word of mouth screenings for targeted audience.
• Obtained Endorsements from Virginia Woolf scholars and biographers
• Collaborated with publicity and marketing teams on Oscar strategy