Los Angeles, CA – The highly anticipated “Mean Girls” musical, released by Paramount over the Martin Luther King Jr. holiday weekend, took a unique approach to marketing the film. Rather than explicitly promoting it as a song-and-dance extravaganza, Paramount aimed to generate excitement among both familiar and new audiences by focusing on the overall experience of the movie.
Marc Weinstock, President of Global Marketing at Paramount, explained their strategy: “To start off saying ‘musical, musical, musical,’ you have the potential to turn off audiences. I want everyone to be equally excited.” The film, which grossed $33 million in its opening weekend, is a PG-13 adaptation of Tina Fey’s 2004 comedy. While the story remains the same, this rendition incorporates singing and dancing, featuring new actors who portray the iconic characters such as Regina George and Cady Heron.
Weinstock acknowledged the challenge of marketing such a well-known property. “Mean Girls” has a dedicated fan base, as well as potential new viewers who may not be familiar with the original film. Paramount strategically released the entire movie on TikTok in 23 separate clips on “Mean Girls” Day, October 3rd. This allowed non-fans to become acquainted with the world of “Mean Girls” and generated interest among new audiences.
One contentious aspect of the marketing campaign was the tagline, “This is not your mother’s ‘Mean Girls.'” While some fans took offense, Weinstock clarified that the intention was simply to highlight the fresh twist on the story. They shifted the focus to “A new twist from Tina Fey,” emphasizing Fey’s involvement and vision for the film.
When it came to advertising the movie, Paramount intentionally avoided labeling it as a musical. Weinstock explained that people tend to have different expectations for musicals, and they wanted to appeal to a broader audience. Although “Mean Girls” contains musical elements, as indicated by the musical note on the title, the marketing approach subtly alluded to this without overshadowing other aspects of the film.
To introduce the new actors in lead roles, Paramount released a teaser featuring Reneé Rapp confidently declaring, “My name is Regina George.” This immediately signaled that Lindsay Lohan and Rachel McAdams were not part of the movie. The inclusion of familiar faces like Tim Meadows and Tina Fey helped to establish a sense of familiarity for fans.
Taking inspiration from the successful marketing campaign for the movie “Barbie,” Paramount aimed to be ubiquitous in its promotion of “Mean Girls.” They wanted the film to be a constant presence on social media feeds, generating excitement and curiosity among potential viewers.
To pay homage to the iconic lines from the original film without simply copying them, Paramount incorporated subtle references throughout the marketing materials. For example, a bus ad reads, “Look both ways, Regina!” This was intended to be humorous for those familiar with the line, while also piquing the interest of those unfamiliar with it. Paramount aimed to strike a balance between honoring the original and presenting something new and fresh.
Despite online disappointment regarding the choice of a Monday premiere instead of a Wednesday, Weinstock explained that the decision was based on talent availability rather than any deliberate attempt to break with the film’s iconic “On Wednesdays we wear pink” line.
Overall, Paramount’s marketing strategy for the “Mean Girls” musical involved creating anticipation and excitement among both dedicated fans and potential new viewers. By focusing on the film’s overall experience and introducing fresh elements while still maintaining familiar elements, Paramount aimed to appeal to a wide audience and ensure the success of the adaptation.