Bruised but not broken: How Jack Quaid’s NBA PR Stunt is driving Novocaine at the box office

Jack Quaid’s recent appearance at a Clippers game, promoting his new film Novocaine, has sparked considerable attention, and it’s a perfect example of how PR stunts can impact a movie's visibility and, ultimately, box office results.

A few weeks ahead of the film’s release, Quaid was spotted courtside at the Clippers game, wearing a look that was a departure from his usual polished red-carpet style. With cuts, bruises, and a generally disheveled appearance, Quaid looked like he had just stepped off the set of Novocaine, where his character experiences a particularly rough series of events. As the game progressed, Quaid seemed to get more beat up, creating an eye-catching stunt designed to spark curiosity about the film.

Why we love this: PR stunts like Quaid’s courtside appearance are are carefully crafted to generate conversation and buzz around a movie. It’s not just about making headlines; it’s about creating a visual narrative that sticks in people's minds, pushing them to talk about the film on social media, in conversations, and in the press. The bruised and battered look Quaid sported at the game was the perfect hook to draw attention to Novocaine, with people immediately connecting his appearance to the movie’s rough themes and dark humor.

PR stunts have become an essential tool for filmmakers, especially when promoting a movie in an oversaturated market. According to a 2023 study from The Hollywood Reporter, strategic PR stunts can increase a film’s opening-weekend ticket sales by up to 20%, particularly when paired with social media buzz. This kind of stunt can also generate engagement on platforms like Instagram and Twitter, where audiences share their reactions and speculations, further enhancing the film's visibility.

It’s clear that stunts like this work because they feed into the digital ecosystem of social media and news. Novacaine’s skilled marketing team also had Jack punch his own face on a punching machine, resulting in engaging social media content. Between this and Jack Quaid’s bruised look at the Lakers game, it wasn’t just the Novocaine brand being pushed. It was the story of a character, his struggles, and the mystery surrounding the film. These elements get amplified through news outlets, memes, and influencers sharing their own takes.

🎯 Three essential components for a successful movie PR stunt:

1. Create Unexpected & Engaging Experiences - Surprising, immersive stunts generate viral buzz and increase media coverage and social media engagement by up to 10x compared to traditional ads.

2. Leverage Influencers for Authenticity and Reach - Influencer campaigns can increase engagement by 11x, with 92% of consumers trusting influencers over traditional ads.

3. Utilize User-Generated Content (UGC) for Organic Growth - UGC drives 6.9x more engagement than brand-generated content, fostering community involvement and organic promotion.

☑️ Result: By integrating a PR stunt into the movie’s marketing strategy, studios can achieve heightened awareness, build anticipation, and foster community excitement—leading to increased ticket sales and a strong opening weekend.

Comparison: See how Novocaine’s interest over time increased due to a variety of PR and in-person events

Leading up to the release of Novocaine, interest in the film steadily grew, driven by a series of strategic PR stunts, a high-profile premiere at SXSW, and an array of interactive marketing tactics. These efforts helped generate media buzz and sparked social media conversations, amplifying awareness and excitement.

As the release date approached, the combination of exclusive sneak peeks, influencer partnerships, and unique experiential events created a strong sense of anticipation among audiences.

The following graph illustrates the increase in Novocaine's interest over time as reported by Google Trends, highlighting the effectiveness of these PR-driven tactics in building momentum and driving box office success.

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