While branded entertainment is generally unrestricted by regulatory bodies in the U.S., the new Teenage Mutant Ninja Turtles movie was rated “PG-13” (parental guidance for children under 13) by the Motion Picture Association of America’s (MPAA) movie rating system. Since we anticipated wide distribution of the content from our execution, we wanted to make sure that any clips used from the movie would be acceptable for all audiences.

The song and video were developed to show Turtles gearing up to fight and have fun while doing it. Both Pentatonix and the Turtles emerged from the shadows, fans saw the skateboarding, dancing, pizza-eating foursome come out blazing with a “Cowabunga!” Fight scenes from the movie were edited to the track to give teens the fun-loving Turtles experience they missed out as kids and bring them back for more.

TMNT saw incredible success at the box office grossing over $65 million opening weekend, over-performing its predictions by almost 55 percent, the fourth-highest August opening ever!

Paramount Pictures credits MTV/Viacom for lifting awareness and definite interest among younger movie-goers (under 25), representing 45% of the TMNT audience.

The video itself received 44 million on-air impressions and over 5 million streams across all platforms. A short video uploaded by MTV to Vine became its most interacted clip ever on that site with 45,000 impressions. In total, our video received over 150 million social impressions and over 30 million press impressions.