In 2025, several film marketing campaigns stood out for their creativity, strategic execution, and ability to capture audience attention across various platforms. These campaigns not only boosted box office performance but also demonstrated innovative approaches to engaging fans in a competitive entertainment landscape.
One of the most notable campaigns was Universal Pictures’ promotion of the film *Wicked*. This campaign won the “Campaign of the Year — New Release Film: Over £15 million Box Office” at the 2025 BASE Awards. The marketing team faced unique challenges, including navigating music rights and the timing of the release just after Christmas. Their strategy involved a high-impact, multi-channel approach that included a takeover of The Cinema Release (TCR), a TikTok countdown to build anticipation, and strong retail partnerships with Amazon Prime. This combination of digital and physical marketing efforts helped the campaign overcome post-box office hurdles and maintain momentum, showcasing a deep understanding of audience behavior and platform strengths[1].
Warner Bros. Discovery also made a significant mark with several campaigns. Their film *Dune: Part Two* was recognized as a top physical and digital sellthrough title, reflecting the distributor’s ongoing leadership in premium entertainment experiences. Another standout was the campaign for *Nightmare on Elm Street: 40th Anniversary*, which won “Campaign of the Year — Catalog.” This campaign was praised for its intelligent and passionate celebration of a horror classic. It employed a tiered audience strategy that targeted both longtime fans and new viewers, leveraging the franchise’s legacy to create a highly effective promotional push. The campaign’s situational analysis and strategic coordination across physical and digital channels demonstrated Warner Bros.’ ability to innovate within catalog marketing[1].
Another Warner Bros. campaign that received accolades was for the film *Twisters*, which won “Campaign of the Year — New Release Film: £5 million–£15 million Box Office.” This campaign was noted for its meticulous planning and effectiveness. Judges highlighted the thorough situational analysis and the use of well-chosen benchmark titles to guide marketing decisions. The campaign’s strategic coordination across physical and digital platforms ensured broad reach and engagement, reinforcing Warner Bros.’ reputation for delivering premium entertainment experiences[1].
Disney and Marvel Studios also made waves with their campaign for *Deadpool vs. Wolverine*. This campaign generated £6.3 million ($8.3 million) in retail value, reflecting strong consumer demand. The campaign’s success was driven by a combination of physical and digital marketing efforts that capitalized on the popularity of both characters and the Marvel brand. The campaign’s ability to generate significant retail value underscores the importance of integrated marketing strategies that connect with fans across multiple touchpoints[1].
Beyond these award-winning campaigns, other notable marketing efforts in 2025 included bold and playful approaches such as McDonald’s collaboration with Leo Burnett UK. Although not a film campaign, this cinematic campaign invited British fans to “steal” eight of the brand’s most-loved items, demonstrating how entertainment and marketing can intersect creatively to engage audiences in unexpected ways[2].
In terms of box office impact, the marketing campaigns for sequels and franchise films continued to dominate. For example, *Now You See Me 3* topped the North American box office, surpassing competitors like *The Running Man*. While specific marketing details for this film were not highlighted, its box office success suggests effective promotional strategies that resonated with audiences and leveraged the franchise’s established fan base[3].
Overall, the top film marketing campaigns of 2025 combined strategic insight, creative execution, and multi-platform coordination to capture audience attention and drive commercial success. These campaigns demonstrated the evolving nature of film marketing, where understanding audience segments, leveraging digital platforms like TikTok, and integrating physical and digital retail strategies are key to standing out in a crowded market. The recognition of campaigns like *Wicked*, *Dune: Part Two*, *Nightmare on Elm Street: 40th Anniversary*, and *Deadpool vs. Wolverine* at the BASE Awards highlights the industry’s appreciation for innovative and effective marketing approaches that connect deeply with audiences[1].
