Proposals, PR, and missed marketing potential with NEON’s Together

For its latest horror release Together, NEON leaned into a bold, experiential marketing stunt: it launched the #TogetherContest, encouraging couples to propose in theaters during screenings of the film. The “winner” would receive an all-expenses-paid Las Vegas wedding, judged by the film’s stars, Dave Franco and Alison Brie.

The activation was clever in concept. After all, Together is a supernatural horror film about a couple literally fused at the body. A grotesque metaphor for toxic codependence becomes a springboard for a real-life commitment ceremony? It’s twisted. It’s timely. It’s very NEON.

But while the idea was thematically sharp, the execution was… underwhelming.

The stunt was built for virality, but didn’t quite go viral

A contest encouraging marriage proposals in public theaters is exactly the kind of thing that should have flooded TikTok. The creative was there: weird, emotional, awkwardly romantic. But unlike past NEON rollouts (Infinity Pool, Titane), this one lacked the multi-channel push needed to actually break through the noise.

• No mainstream press coverage beyond film sites

• No cross-platform amplification from major influencers or genre accounts

• Low UGC yield despite the inherently visual nature of the stunt

Even the campaign’s core social asset (a callout graphic on NEON’s social channels) felt more like an afterthought than a planned tentpole.

It was a clever activation in a vacuum…one that could’ve hit harder with a bit more scale and a bit less subtlety.

What NEON got right

Let’s give credit where it’s due. This idea did do a few things very well:

• Theme and stunt alignment: The campaign tied directly to the film’s DNA abd extended the narrative.

• Audience empowerment: By making viewers the centerpiece (literally), NEON smartly turned theaters into stages and fans into content creators.

• Risky, non-traditional move: In a genre bloated with trailers and TikTok countdowns, this felt original. There’s still power in going analog.

Where it fell short

Despite the strong conceptual foundation, this campaign struggled to hit escape velocity.

• Low reach: No paid support, partner amplification, or theater chain involvement limited its scale.

• Limited UX design: The contest mechanics weren’t user-friendly - no easy entry point, unclear rules, and not enough urgency.

• Missed culture hook: With a little timing magic, this could’ve leaned into Valentine’s Day or counter-programmed against the Coldplay kiss-cam cheating meme (which they nodded to separately). But the moment came and went.

Final Take

The Together proposal stunt was a great idea stuck in soft-launch mode. It had all the ingredients of a cultural moment: thematic relevance, emotional resonance, shareability. But in practice, it felt like NEON was testing an idea rather than championing one.

If you’re going to ask fans to film the most vulnerable moment of their lives in a dark room full of strangers…you better make sure the world is watching.

Movie marketing intel: This week in trends

EXPERIENTIAL HI‑JINKS 🤖 Coco Robotics turns deliveries into The Pickup (Yahoo)
Prime Video teamed up with Coco Robotics and Omnicom Media Group to transform autonomous delivery bots into mobile movie promos for The Pickup—a slapstick heist comedy. These movie-themed robo-couriers, out and about in L.A., combined on-the-ground novelty with digital buzz, bringing the film's wild tone directly into consumer spaces.

BRAND SYNERGY 💼 Happy Gilmore sequel integrates U.S. Bank into the storyline (Wall Street Journal)
Product placement has evolved in the new Happy Gilmore sequel, where U.S. Bank plays a prominent narrative role across key scenes. With brands like Mattel, Hershey, and Toys "R" Us co-developing content, the industry is embracing deeper collaborations. Even Hollywood talent is participating in branded tie-ins, signaling that marketing dollars and storytelling are becoming inseparable.