Branded Entertainment has become an integral part of marketing for brands and entertainment companies. Branded entertainment has evolved beyond a logo on screen and has now transformed into something far more sophisticated. Branded Entertainment today not only helps promote a product (in this case “Dawn of the Planet of the Apes”), it can also expand a franchise and film universe. Fans – now more so than ever before – demand more. A standalone film is no longer enough – audiences now need to be able to interact with their favorite franchises and through original stories like The Gun they’re now able to. The Gun offered fans an insight into a fictional world they often spend hours discussing on social media and/or on film forums. It feeds their imagination and attracts new audiences in an exciting and accessible way.

The marketing surrounding the new Dawn of the Planet of the Apes film helped drive audiences to The Gun. Social media activity across Facebook, Twitter and Instagram generated conversations with fans across the globe excited to see an expanded view of the Apes universe. The film was also promoted through Vice and Motherboard’s networks - which has a combined global reach of over 150 million people. Film press – including Empire and Variety – as well as online blogs also helped spread The Gun – helping expand its reach beyond fans of the franchise.

The Gun has been viewed over 760,000 times on YouTube and helped propel Dawn of the Planet of the Apes to become the highest grossing film of its opening weekend. The film went on to earn $710 million worldwide. The Gun helped launch an entirely new generation of fans through online content, allowing them to explore the Apes universe in ways they haven’t been able to before. It also premiered across 16 targeted countries.