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FastX Movie Marketing Strategy rides down 'the quarter mile'

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Pranali Tawte
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FastX Movie marketing strategy

FastX raced its way to the theaters to reach the masses across India through digital and experiential routes. Here’s a look at the FastX movie marketing strategy.

FastX, the latest film in the series, which has been going on for 22 years now, has finally arrived at the theatres. The story that began with a group of street racers moonlighting as thieves and selling copies of stolen DVDs, took many twists and turns along the way. Like the rest nine in the series, the theme of FastX is based on family values, blood and friendship. FastX movie marketing strategy also syncs seamlessly with this theme.

White Rivers Media steered the wheel of this marketing ride. Here’s a run-down of FastX movie marketing strategy:

Salud Mi Familia

The most extensive cast united for another ride with Vin Diesel, Michelle Rodriguez, Tyrese Gibson, Ludacris, Jordana Brewster, Sung Kang, Nathalie Emmanuel, Jason Statham, John Cena, and others from the earlier movies returning along with Brie Larson, and Scott Eastwood. Jason Momoa with his ‘Dante, Enchante’ character played the film’s villain.

The franchise first dropped its poster in March 2023, captioned ‘In the end, family is all that matters.’ With this, they gave a hint on what fans can expect this time.

Only fans can tell that the famous Christ the Redeemer statue in the poster's background implied that Fast X will return to Rio de Janeiro, where Fast Five's heist took place. With this poster reveal, the franchise connected with fans and built intrigue.
Further building their connect with fans in India, PVR Cinemas kick-started FastX’s social campaign with an AI twist on their Instagram handle where the cast of the movie was shown in India with the help of AI.

Trailer fires up the nitrous

A few months before the movie hit the theatres, FastX’s social media platforms were flooded with posts around the trailer release. Finally, on February 10, the creators released the movie trailer which garnered 38 million+ views in three months.

Activations

To give the audience a sneak peek of the movie and connect with their fans offline, Universal Studios teamed up with one of the biggest comic conventions in the country, Comic Con 2023. In order to gear up the audience for 'The End of the Road Begins,' Universal Pictures conducted engaging events and interactions.

Fans could watch the Fast X trailer, take pictures with the Fast X installation, and participate to win prizes at the Fast X booth at Mumbai Comic Con.

Also Read: Inside: Juicy Chemistry’s digital marketing footprint

The Last Ride

Chatter about the movie didn’t stop at the audience. Just a few days after the trailer was released, Universal Pictures India tweeted about the movie with the hashtag #TheLastRide and brands hopped on the Twitter train.

FastX movie marketing strategy

In no time, 30+ brands like MX Player, Parle-G, ixigo, Sunfeast YiPPee, Amazon miniTV, boAt, Domino’s India, Myntra, Cleartrip, Cars24 India, Realme, Neeman’s, Movies Now, Wow Skin Science India, Burger King India, Sunfeast Caker, Magicpin, Pulse, Croma, Skybags, FreshMenu, INOX Leisure Ltd, Fabelle Chocolates, Pulse Snacks, Paytm Entertainment, BookMyShow, PVR Cinemas, MNX, and raced to join the conversation.

FastX movie marketing strategy

Advance booking kicked into high gear

The advance ticket sales are evidence of the hype that Fast X has created with over 1 Lakh tickets already sold in advance at PVR and INOX theatres throughout the country for the first weekend. The movie was distributed in a variety of formats, including IMAX, ScreenX, 4DX, MX4D, ICE, P, BigPix, ONYX, and Drive-In, to enhance the cinematic experience for spectators.

Talking about the box office expectations and sales, Gautam Dutta, Co-CEO at PVR INOX Ltd., said in a press release, “FastX lives up to its name not only in its action-packed storyline but also in its record-breaking ticket sales. Even before its release, the film has already stormed the box office, selling over a lakh of tickets at PVR and INOX for the first weekend."

Cult with Cars

One day before the official release of Fast X, Universal Pictures India hosted a premiere. The event showcased 200+ Supercars, enthusiastic fans, and many content creators, influencers, and stars from the industry, fueling the excitement for Fast X.

Universal Pictures India also hosted contest giveaways of movie vouchers and exclusive premiere night passes and asked the FAST fans to tell their conspiracy stories ahead of the release.

With the last piece of marketing wrapping up, the movie was released on the big screen on May 19.

To understand what’s happening in the movie marketing space, here are a few more articles that you can look at. 

Fast and Furious Fast X FastX movie marketing strategy Universal Studios