Issa Rae is making waves with her production company Hoorae, following the success of their debut film “One of Them Days.” At the Variety Entertainment Marketing Summit, Rae hinted at exciting projects in the pipeline, indicating that this is just the beginning for Hoorae.
“One of Them Days” raked in over $51 million at the box office upon its release by Sony in January. Despite a tight marketing and PR schedule, the buddy comedy managed to go viral thanks to a campaign featuring stars Keke Palmer and SZA.
The trailer for the film dropped in late October, leaving a short window for the Hoorae team to execute a social media and marketing strategy, most of which had to be launched post-holidays. Monique Francis, Hoorae’s head of marketing, emphasized the film’s universal appeal while targeting their core audience of Black women.
Francis revealed that over a hundred pieces of content were produced for the “One of Them Days” campaign, earning them a finalist spot at the Shorty Awards. The team’s creativity and understanding of their audience were key to their success.
Joining Rae and Francis on the panel were Montrel McKay, Talitha Watkins, and Stephanie Diaz-Matos. McKay credited the film’s stars for their willingness to participate in promotional activities, which played a significant role in the campaign’s success.
Rae expressed pride in the marketing team’s efforts and the film’s soundtrack, which captured the essence of Los Angeles. She highlighted the contributions of artists like Flo Milli and Keke Palmer, whose talent and viral presence added to the film’s appeal.
When asked about a potential sequel to “One of Them Days,” Rae teased, “They want a sequel! So yes, we’ll make that happen because you asked on stage.” With Rae at the helm, Hoorae is poised to deliver more groundbreaking projects in the future.
