At the end of 2017 a sequel to one of the most popular Romanian films (Moromeții – 1987) was announced to be launched in November 2018 under the title Moromeții 2 /The Moromete Family: On the Edge of Time. Screen adaptation of one of the most famous Romanian novels, the movie follows the life of Moromete family after World War II, with Romania being overpowered by Communism.
The biggest challenge faced by the PR & Communication team was to be able to replicate the success the original movie had 30 years ago, but in a new reality in which the number of cinema theatres is way smaller and the interest in Romanian movies is way lower, the public’s attention being caught mostly by blockbusters and commercial movies. This was meant to be achieved with a minimum communication budget (less than EUR 3,000) and by convincing people aged 25 – 35 to come see the sequel, even if most of them were estranged from the original movie (not available on any modern device – DVD, online etc.), were not open to Romanian productions and with a clear appetite for watching movies rather online than in a cinema.
Our main objective was to reach over 1,2 million people, have at least 25,000 spectators in the 1st weekend of release and more than 50,000 spectators until the end of the year.
For this to happen we come-up with a straight-forward creative idea: The Old Ways vs. The New World. We needed to build, through all our communication channels, a bridge between the world presented in the movie and the one we are living today, between rural and urban, between History and New Media.
Our main purpose was to build the Moromete World in the minds of those who don’t know much about those years or who haven’t seen the 1st part of the movie, so they will be ready to embrace it even before stepping into the cinema.
Enhance On the Edge of Time from the movie official tagline into a public phenomenon worthy of entering the Hall of Fame in the history of Romanian movies.
The results exceeded our own expectations: Over 195.00 spectators in Romania (more than 70,000 only in the 1st weekend of release – 2nd position in the Box Office), almost 3,8 million RON income from tickets-only, a journey through almost 100 cities, small-towns and villages (being screened so far by over 3,700 times) and the most impressive coverage for a Romanian film – over 5500 mentions in media between 5.10 – 31.12.2018, with a minimum reach of 2,5 million people.