CASE STUDY: MATZO FILM PR CAMPAIGN
Amidst the latest Hollywood blockbusters is Streit’s: Matzo and the American Dream, a local film whose major action sequence involves four men mixing bowls of flour and water in an aging New York factory. This one-person, micro-budget production about matzo, tapped into the pride, cultural zeitgeist and universality of gentrification on family business. Critics’ Pick by LA Times and Village Voice, and WNYC’s Documentary of the Week, the film was a top 10 national box office release during it premiere.
As the exclusive publicist for Streit’s Matzo and the American Dream, On Point created a dominant media presence, enhancing the film’s box office performance. This resulted in an extended run at New York City’s preeminent indie theater, Film Forum, and in Los Angeles at Laemmle Theaters, with consideration by Lincoln Center to showcase the film. Featured by The New York Times, Business Insider, The Atlantic, Crain’s New York, Wall Street Journal and countless blogs, filmmaker Michael Levine’s chronicle of Streit’s Matzo will be released on Netflix in Summer 2016.
To re-energize media coverage post premiere, On Point connected with NYC Comptroller Scott Stringer, and hosted a press junket at a local NYC art gallery showcasing Streit’s artifacts. Having hired a professional photographer, On Point metatagged images and distributed to news wires, and photo editors throughout the city, immediately following the event.