To reach a larger audience for a movie with limited appeal, we created a series of provocative editorial pieces with some renowned leaders in politics and history to stoke the discussion among opinion-makers and thought leaders, without revealing the connection to the movie.

Instead, we focused on the core themes and made them the central points of each of the pieces.

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This very successful series created a stir, successfully connecting to a larger audience, and creating interest among those who normally wouldn’t have gone to see the film. The above video--one in a series--with archbishop Desmond Tutu was timely and poignant.