Hellbound? – A Documentary

Does hell exist? If so, who ends up there, and why? Hellbound? was a provocative, feature-length independent documentary that C&C Communications was hired to promote in B.C. and Alberta before it expanded into the rest of the country. Working with Toronto-based agency AMPR, Vancouver-based Novacurrent Creative Solutions and filmmaker Kevin Miller, we designed a comprehensive public relations strategy that not only engaged traditional entertainment press, but also targeted more specialized alternative and faith-based media.

Campaign highlights included broadcast interviews with Miller on province-wide radio stations such as CBC and CKNW’s The World This Weekend, as well as CKWX News Radio, locally. Print & online features ran in outlets such as The Vancouver Sun, The Georgia Straight, VanCityBuzz, Converge Magazine, Light Magazine, Abottsford News, Chilliwack Progress, The Peak, Canada.com and a 3-page faith-based cover story in The Sunday Province.

Independent releases also rely heavily on movie reviews so we ensured the majority of major dailies, weeklies and online reviewing outlets covered the film on opening day. Hellbound? went on to open successfully in Western Canada and across the rest of the country before making its way overseas to international markets.

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