McKinney LA teams with Picturehouse on “Fatima” release

McKinney LA teams with Picturehouse on “Fatima” release

August 28, 2020

Today, the Picturehouse-released film, “Fatima,” finally makes its way into theaters — as well as being available on demand — after its initial April 24th opening was pushed due to the pandemic. It’s been quite a journey from genesis to premiere for the partnership between the reemergent Picturehouse and McKinney LA that began back in January. 

The film, which stars Harvey Keitel and Sônia Braga, is already generating positive reviews. And it marks the first feature release in the relaunch of Picturehouse, a film marketing and distribution company headed by Jeanne and Bob Berney. This is the first major effort for Berney since he exited Amazon Studios. 

As part of the relaunch of Picturehouse, and to promote “Fatima,” we created a virtual pilgrimage on Facebook Premiere. The virtual pilgrimage captured the imagination of many and sustained interest in the movie while the premiere date remained uncertain. During its live broadcast, it attracted over 2,000 viewers, and in one day it received more than 100,000 views and over 800 comments, making it one of the most successful film-related Facebook Premiere events to date. 

The virtual pilgrimage was just one aspect of the campaign. McKinney LA also developed other exclusive events and more than 130 pieces of social content to keep the film on moviegoers’ minds as the movie industry struggled to regain its footing in the face of the COVID-19 pandemic.

“Being able to support the launch of Fatima, while working with our friends Jeanne and Bob Berney on the rebirth of their iconic Picturehouse banner, was an amazing journey,” said McKinney LA Managing Director Sylvain Tron. “When we all embarked on this adventure, little did we know that a pandemic would alter our best laid plans. But our strong partnership with the team allowed us to pivot and continue to build a successful campaign and sustain audience interest through today’s release.”