Russell Simmons

'Girls Trip' producer Will Packer finds success by targeting an underserved audience

'Girls Trip' producer Will Packer finds success by targeting an underserved audience

In the run-up to his latest movie “Girls Trip," producer Will Packer didn’t rely on massive billboard campaigns in Los Angeles and New York.

Instead, he brought the star-studded cast to Atlanta, Miami and New Orleans for advanced screenings with fans and online tastemakers, including black millennial website Hello Beautiful, to generate excitement among African American women. At an event at New Orleans’ luxurious Theatres at Canal Place, Packer told moviegoers of his wish to make a film that encapsulated the experiences of black women.

“It makes [moviegoers] feel like they're part of a movement,” Packer said in an interview.

The strategy of marketing movies...

EDITION: California | U.S. & World
68°