https://blackgirlnerds.com/inside-the-campaign-how-sony-marketed-a-black-led-hit-with-one-of-them-days/

At a time when the value of Black storytelling is resonating louder than ever, a powerful conversation unfolded at ABFF 2025 with a panel titled One of Them Days and the Undeniable Power of Black Audiences in Theaters. The session spotlighted the intersection of creativity, strategy, and cultural authenticity in elevating Black-led content, and the 2025 box office hit One of Them Days served as the cornerstone of that dialogue.

Moderated by Jon Gist, VP of Global Intersectional Marketing at Sony Pictures Entertainment, the panel gathered a dynamic slate of experts shaping the way stories are marketed and experienced in the global arena. Bridgette Wright (SVP, Global Creative Advertising), Ellene V. Miles (SVP, Global Intersectional Marketing), and Janessa Ross (Director, Influencer Marketing) pulled back the curtain on the strategies that take a film from production buzz to cultural phenomenon.

Together, they unpacked core marketing principles crucial for emerging creatives, emphasizing the importance of identifying your audience early, weaving in culturally resonant narratives, and using the production phase to lay the groundwork for future engagement. From building out teaser campaigns to activating influencer partnerships that feel organic and earned, the panelists offered a roadmap for how marketing isn’t just the end of the filmmaking process, it’s embedded in every step.

Senior VP of Global Creative Advertising Bridgette Wright shared that it’s no longer just about trailers and posters. It’s about world-building. “We’re beyond that now,” she said. “It’s about telling the story around the story.” Think viral campaigns, immersive experiences, and creative content that extends far beyond the movie screen.

Bridgette’s team focuses on building buzz early and building it in ways that invite audiences to become part of the narrative.

Janessa Ross, Director of Influencer Marketing, emphasized the power of content creators to build momentum. Whether bringing influencers on set for cameos, involving them in trailer launches, or pairing them with cast members for exclusive content, the goal is to authentically hype up the film before and after it hits screens.

And when it came to One of Them Days, that strategy paid off. “We did some great stuff,” Janessa said. “Influencers helped carry the conversation into communities that matter.”

That same energy was front and center in how the overall marketing strategy took shape. As Ellene V. Miles, SVP of Global Intersectional Marketing, put it:

“Because we’re always like, let’s hide it, let’s soften it — but this time, we leaned all the way into what the movie was giving. It was bold, it was unapologetic, and we had to match that energy in the marketing. That had to be our number one approach. You can’t worry about outside forces when your gut is telling you this is it. So we just kept pushing to make sure we could show that and let the organic word of mouth do the work.”

That approach led to a standout moment on social, where the team dropped a unique piece of content tied to the poster rollout, a perfect example of how they blended traditional marketing with a more organic, culture-first strategy.

The studios are now looking to content creators for that strategy in addition to legacy media like traditional broadcast junkets, trailers campaigns and brick and mortar billboards. In the digital age the shift to organic ad placements on social media channels, influencers partnerships and fan reviews are the new methods studios like Sony Pictures are tapping into emerging new audiences.

From tapping into influencer communities to crafting trailers that speak directly to Black women, the team revealed that great marketing doesn’t just sell a film, it amplifies its soul.

In the end, the panel underscored a powerful truth: when Black creatives are empowered to market stories with authenticity, care, and boldness, the results speak volumes: not just in ticket sales, but in lasting cultural impact.

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