Two Women — Full Digital Media Plan 2026

01 — Film Intelligence

What we're marketing:
a Sundance prizewinner with serious assets

Before spending a single dollar, understand the product. Two Women arrives with exceptional fundamentals for an indie limited release — a 92% critical score, a Sundance writing prize, and a cast anchored by a TV star with a million engaged followers.

"

A frothy, sexy, thoroughly hilarious comedy about that eternal seven-year itch.

RogerEbert.com

★★★★

"

The White Lotus in Quebec's suburbs. A terrifically rambunctious comedy.

That Shelf

★★★★

"

Refreshingly frank, hilarious comedy of manners about seeking erotic pleasure when life hits a dead end.

The Film Stage

★★★★

Critical reception — Rotten Tomatoes score vs comparable films

Two Women (2025)92%

Past Lives (A24)98%

Anatomy of a Fall96%

Anora (Neon)90%

The Nature of Love (Chokri)78%

Genre

Feminist Sex Comedy

35mm · French w/ subtitles

Festival Pedigree

Sundance 2025

World Cinema Competition · Writing Prize

Quebec Awards

15 Nominations

Best Actress WIN · Gonthier-Hyndman

Territory Sales

12+ Countries

France, Italy, Brazil, UK, Poland…

Strategic Implication

The 92% RT score, Sundance prize, and Quebec Awards sweep give us high-credibility social proof that needs to be the centrepiece of every ad creative. Reviews don't just validate — for arthouse audiences, they are the purchase trigger. Lead with them, not with plot synopsis.

02 — Audience Intelligence

Five targetable cohorts,
ranked by conversion efficiency

Don't market to everyone. Each of these five segments has a distinct platform home, a distinct message, and a distinct purchasing trigger. The plan targets them sequentially and simultaneously — concentrating spend on cohorts 1–3 while keeping 4–5 as efficiency multipliers.

01

NYC Arthouse Cinephiles

Letterboxd-active, Angelika regulars. Follow A24, Neon, MUBI. The fastest converters — they make decisions the same week they see a trailer if the reviews check out. Geo-targeted within 3 miles of the Angelika.

02

Sophie Nélisse / Yellowjackets Fans

~970K Instagram followers, massive TikTok fan presence. Gen Z skew (16–34). Driven by character loyalty — they will show up for Nélisse specifically. The #1 English-language bridge audience for a French film.

03

Millennial Parents (esp. Mothers)

30–45, the film's thematic core. Parents experiencing the precise ennui the film depicts. Book-club organizers. Strongest on Facebook and Instagram. Group-outing buyers — average 2.7 tickets per transaction.

04

Francophone / French Culture Enthusiasts

Alliance Française members, French expats, Québécois diaspora. NYC has ~80K French-born residents. High brand affinity but small absolute size. Use for PR and community screenings rather than paid.

Audience segment — estimated size vs. conversion efficiency score

NYC Cinephiles

Nélisse Fans

Millennial Mothers

French Culture

LGBTQ+ / Feminist

03 — Budget Architecture

$50,000 monthly —
every dollar justified

This is not an even split. Budget allocation is strategic, not proportional. Heavier weighting to channels that convert, lighter to channels that build. Every allocation has a rationale rooted in platform benchmarks and comparable film data.

Budget allocation by platform

Instagram 38%

Google Search 25%

Facebook 22%

Google Display 10%

TikTok 5%

Funnel stage breakdown — spend vs. objective

Conversion / Sales

Awareness

Retargeting

Monthly spend per platform — with estimated impressions

Instagram — 38% $19,000

Why: Reels has the lowest CPM on Meta (~$12 US) while delivering the highest visual impact for a trailer-forward campaign. Sophie Nélisse's 970K Instagram following creates a direct fanbase activation channel. The 20–40 female cinephile demographic lives here. Split: $12K on NYC Reels/Stories, $7K on DMA expansion Feed.

Facebook — 22% $11,000

Why: The 45–65 "book club" demographic that generates group outings — the highest ticket-per-transaction buyers (avg 2.7) — lives almost entirely on Facebook. Feed-only. Entertainment CPC is just $0.49. Facebook Events and Groups enable organic group-outing coordination that no other platform replicates.

Google Search — 25% $12,500

Why: Search CTR in entertainment is 10.7–13.1% — the highest of any industry. This is pure bottom-funnel — capturing people who are already searching for "indie films NYC" or "Angelika showtimes." Target CPA $15/ticket. Activated 72 hours before opening to align with the search demand spike that precedes every theatrical release.

TikTok — 5% + option $2,500

Why: TikTok data shows 172% median ticket purchase lift and $1.70 incremental ROAS per dollar. This 5% is a structured test with a clear trigger: if engagement exceeds 3% in week 1, we shift $2,500 from Display to TikTok before LA expansion. Nélisse has massive TikTok fan-made content we can amplify via Spark Ads.

04 — Platform Benchmarks

The numbers that
justify every allocation

Every budget decision above is anchored in 2024–2025 industry benchmarks. These are not estimates — they are compiled from Meta Business, TikTok's Samba study, Google Ads benchmarks, and Gruvi cinema campaign data.

Platform performance benchmarks — CPM, CTR, and estimated CPA

Platform	CPM (US)	CTR	CPC	Entertainment CTR
Instagram Reels	~$12	0.35% link	$1.21	1.0–1.5% Feed
Facebook Feed	$9.27	2–3.9%	$0.49	Highest of Meta platforms
Google Search	N/A (CPC)	10.7–13.1%	$1.60	Highest CTR any industry
Google Display	$3–8	0.07–0.3%	$0.45	Retargeting: 10× std CTR
TikTok In-Feed	$4.26–9	0.84–2%	~$1.00	172% ticket purchase lift
YouTube Pre-Roll	$3–10	0.3–0.8%	$0.02/view	54% view-through rate

Cinema Retargeting ROI

14×

vs. 3.67× for cold prospecting — Gruvi cinema data

TikTok Ticket Purchase Lift

+172%

Median lift across 38 US theatrical campaigns (Samba/TikTok)

Retarget vs. Cold CTR

10×

Retargeted users click 10× more than cold traffic

05 — Retargeting Architecture

The highest-ROI lever
in the entire plan

Retargeting converts at 2–5× the rate of cold traffic at 30–60% lower CPA. For a film with a compressed theatrical window, retargeting is not a secondary tactic — it is the conversion engine. Here is the exact architecture.

📣

Stage 1 — Top of Funnel

Cold Awareness

50–60% of spend. Trailer + teaser content. TikTok, YouTube, Instagram Reels. Goal: video views, trailer completion.

$27,500

→

🎯

Stage 2 — Mid Funnel

Warm Retargeting

20–30% of spend. Target 50%+ trailer viewers, site visitors, social engagers. Reviews, cast clips, social proof. Meta Feed + Stories.

$12,500

→

🎟️

Stage 3 — Bottom Funnel

Conversion Push

15–25% of spend. Site visitors who viewed showtimes but didn't buy. Urgency CTAs. Google Search branded. Meta Advantage+.

$10,000

Retargeting performance — CTR by time window after first interaction

Custom audiences to build (priority order)

🎬

Trailer viewers 75%+ completion

Highest-intent pool. Seed from YouTube + Facebook. Expected size: 8–15K in first 2 weeks.

Tier 1

🌐

Website visitors (30 days)

Anyone who visited twowomen.ajointventure.com. Capture via Meta Pixel + Google Tag Manager.

Tier 2

📱

Social engagers (post likes, saves, shares)

Meta and TikTok native engagement audiences. Lower intent than video viewers but volume is higher.

Tier 3

🔁

Showtime page visitors (no purchase)

Cart abandoners. Highest-intent micro-segment. Message: "Tickets still available — book now."

Tier 4

Creative messaging by retargeting tier

Tier 1 — Trailer Completers

"You've seen the trailer. Now see the film that critics are calling hilarious, sexy, and unmissable. Opening April 24 at the Angelika." Show new clip they haven't seen.

Tier 2 — Site Visitors

"Still thinking about it? Here's what The New York Times said…" Lead with the strongest pull quote. Direct CTA to showtimes page.

Tier 3 — Social Engagers

92% on Rotten Tomatoes badge + runtime + theater name. Remove friction. Make it feel urgent but not desperate.

Tier 4 — Cart Abandoners

"Seats are filling up — opening weekend in NYC." Scarcity + social proof combo. Refresh every 72 hours.

06 — Campaign Detail

Five campaigns,
each built around one conversion truth

Instagram · Sales

NYC Premiere Launch

Primary visual discovery campaign for the Angelika opening. Two ad sets — NYC-first at $12K using Reels and Stories, then DMA expansion at $7K in Feed/Stories for LA, Chicago, SF, Austin, Seattle. Sophie Nélisse content is the hook; 92% RT score is the close.

Budget

$19,000

⬤ High Priority

Ad Sets

IG_NYC_Cinephiles_20-45 ($12K)
IG_DMA_Expansion_Top5 ($7K)

Targeting

Arthouse cinemaSophie NélisseSundanceA24Letterboxd

KPIs & Expected Results

CTR target: 1.5%+
Strong ticket sales in NYC launch market
Reels-led creative, vertical 9:16

Facebook · Sales

Mature Audience & Group Sales

Community-driven campaign for the 45–65 "book club" demographic across greater NYC. Facebook's group and event ecosystem uniquely enables the coordinated matinee outings this audience organizes. Feed-only. Messaging emphasizes the communal experience, not the sex comedy angle.

Budget

$11,000

⬤ High Priority

Ad Set

FB_Mature_Cinephiles_45+
NYC 25mi + Westchester + Nassau

Targeting

NYTNPRPBSBook clubsFrench Language

KPIs

Engagement rate 3%+
Group ticket purchases 2.7 avg
Matinee attendance uplift

Google Search · Conversion

Intent-Based Ticketing

Pure bottom-of-funnel. Activated 72 hours before first screening to align with the search spike that precedes every theatrical opening. 20 keywords across showtime intent, arthouse cinema, and Nélisse fan queries. Entertainment Search CTR is 10.7–13.1% — the highest of any industry. Every dollar here is a near-purchase interaction.

Budget

$12,500

⬤ High Priority

Keywords (sample)

"Two Women showtimes""indie films NYC""Angelika schedule""French cinema NYC"+16 more

Bidding

Target CPA: $15 per ticket transaction
NYC-VT-NH-PA DMA only
Activated 72hrs pre-screening

KPIs

CPA ≤$15 target
~833 ticket transactions/month
Highest direct attribution of all channels

Google Display · Retargeting

Retargeting & Review Display

Mid-funnel retargeting for trailer viewers who didn't convert, plus contextual placements on Rotten Tomatoes, Variety, A.V. Club, and RogerEbert.com. Contextual placement on film review sites signals quality to cinephiles and meets them at the exact moment they're researching what to watch. If TikTok week-1 engagement exceeds 3%, $2.5K of this budget migrates to TikTok pre-LA expansion.

Budget

$5,000

⬤ Medium Priority

Custom Audiences

Site visitors 30 daysTrailer viewers50%+ video view

Contextual Placements

Rotten Tomatoes · Variety
RogerEbert.com · A.V. Club · MUBI

KPIs + Option

View-through conversions 2%+
Freq: 3–5 per user per week
Option: shift $2.5K → TikTok if trigger met

TikTok · Awareness + Viral

#FilmTok Viral Awareness

Strategic test for the FilmTok ecosystem. Nélisse doesn't maintain a personal TikTok, so this leverages fan-created content amplified via Spark Ads (2–3× the CTR of standard TikTok ads). The Yellowjackets fandom is highly active on TikTok and the "suburban moms liberated by infidelity" premise has organic virality potential. This 5% allocation has optionality to scale to 10%+ if week 1 data supports it.

Budget

$2,500

⬤ Medium + Option

Targeting + Format

Age 18–34 · All genders
NYC, LA, Austin, Portland
Spark Ads on fan content · In-Feed

Interests

YellowjacketsSophie NélisseFilmTokIndie Movies

KPIs + Optionality

Engagement rate 3%+ = scale trigger
172% ticket purchase lift benchmark
$1.70 incremental ROAS per dollar

07 — Brand Awareness Strategy

Making Two Women the film
everyone is talking about

Paid advertising alone never made an indie film a cultural moment. The best indie marketing campaigns work because they create genuine cultural conversation that amplifies paid reach. Here's the awareness architecture beyond the ad platforms.

🎬 Event Screenings — Eventize the Opening

Follow the Past Lives playbook: host Q&As with director Chloé Robichaud and/or Sophie Nélisse at the Angelika on opening weekend. Celebrity-hosted introductions (indie film-adjacent figures in NYC) create organic press and social content. Every Q&A generates 20–30 pieces of organic social content from attendees.

📸 Letterboxd Strategy — The Cinephile Home Base

Letterboxd is where arthouse films build cultural permanence. Encourage early reviewers, seed press screenings with known Letterboxd reviewers, and maintain an active film page. Anora's success was explicitly attributed to Letterboxd audience targeting over traditional critics. The film's 35mm aesthetic and festival pedigree are natural Letterboxd talking points.

🎙️ Podcast Circuit — The Decision Trigger

Film podcasts (The Film Comment Podcast, IndieWire Screen Talk, Kermode & Mayo) have audiences of exactly the Cohort 1 cinephile. A single episode recommendation drives a week's worth of targeted ticket searches. Target: 6–8 podcast mentions in the 2 weeks before opening. Cross-genre: feminist culture podcasts for Cohort 3, TV recap podcasts (Yellowjackets) for Cohort 2.

🤝 UK Reviews as Pre-Launch Ammunition

The UK release is April 3 — three weeks before U.S. opening on April 24. This is gold. UK reviews from The Guardian, The Times, Little White Lies, and Empire land in the three weeks before U.S. opening and can be integrated directly into U.S. ad creative as fresh, high-authority social proof. Monitor and harvest immediately.

🌊 Organic TikTok Amplification via Spark Ads

Search TikTok for existing fan content about Nélisse, Yellowjackets, or Two Women. Use Spark Ads to amplify organic content rather than creating polished ads — this maintains native authenticity and delivers 2–3× the CTR of standard in-feed ads. The "suburban moms reclaiming their sexuality" premise has organic virality in parenting/humor communities.

💬 Community Targeting — The Conclave Lesson

Focus Features found Conclave's audience skewed 77% 35+ before unexpected Gen Z virality via memes. Monitor and amplify unexpected organic moments rather than controlling them. Assign one person to watch Letterboxd, TikTok, and Twitter daily during launch week for breakout content to Spark-amplify or retweet immediately.

Learning from the playbook: 5 comparable film case studies

A24 · 2023

Past Lives

$42.7M

worldwide gross from 4-screen opening

Lesson: Platform release discipline. Open on 4 screens. Maintain $20K per-screen average before expanding. Celebrity Q&As eventize the opening weekend. Don't expand until per-screen data justifies it.

Neon · 2023

Anatomy of a Fall

$5.1M

domestic gross — highest foreign-language post-pandemic

Lesson: The Palme d'Or was 44–46% of why UK audiences went. Awards and festival prizes aren't prestige — they're purchase triggers. Lead with the Sundance prize in all creative.

Neon · 2024

Anora

$90K

per-screen average on 6 screens (record 2024)

Lesson: Neon targeted Letterboxd over traditional critics. Spent $18M on a $6M film. Gen Z-first tactics (merch, community screenings for sex workers first) created irreplaceable word-of-mouth.

Neon · 2024

Longlegs

1.5M

calls from cryptic billboard (one board, ~$2K cost)

Lesson: One unconventional creative idea can outperform the entire paid media budget. The "what is this?" moment is priceless. Consider a cryptic Two Women teaser campaign.

Focus Features · 2024

Conclave

77%

initially 35+ skewed — then Gen Z memes changed everything

Lesson: Monitor organic social daily. Focus retweeted memes and fan content immediately. The best brand awareness is the audience doing it for you. React fast, amplify hard.

TikTok / Samba · 2026

Box Office Study

172%

median ticket purchase lift from TikTok across 38 films

Lesson: 60% of TikTok ticket buyers were NOT reached by linear TV. TikTok reaches genuinely incremental audiences that no other channel touches. Even the 5% budget here is not optional.

08 — Anti-Waste Strategy

Seven ways to burn money
— and how we avoid them

Most indie film marketing failures are not failures of creativity — they are failures of targeting and channel discipline. These are the seven most common budget killers, and the specific guardrails in this plan that prevent each one.

🌊

Spray-and-pray national advertising

Untargeted national digital ads for a film playing in one theater vanish without impact. Our guardrail: 100% of spend is geo-targeted to markets where the film is actually playing. No national buys until 20+ screens.

📍

Marketing far from point of purchase

Awareness impressions convert at ~1 ticket per 1,000. Proximity to the theater dramatically increases conversion. Our guardrail: 70% of geo budget within 2-mile radius of playing theaters; tighter radius = 2× conversion rate.

🎬

Competing with studios for broad audiences

Buying the same audiences as Marvel wastes every dollar. A24, Neon, and Focus win by going narrow and deep. Our guardrail: Hyper-niche interest stacking — cinephiles + Nélisse fans + parenting + French culture, never just "movie fans."

📊

Measuring engagement instead of conversion

Likes and impressions are vanity. Unsold tickets are losses. Our guardrail: Every campaign's primary KPI is ticket purchase or showtime click. Engagement is tracked but never the success metric.

📺

Over-relying on digital ads alone

Only 31% of consumers say online ads influence purchases. The rest need social proof, press, word-of-mouth. Our guardrail: Paid media is amplification of PR, reviews, Q&As, and organic social — not a standalone channel.

❄️

Ignoring warm audiences

The cheapest conversions are always from people who already know you. Cold prospecting CPA can be 3–4× more expensive than warm retargeting. Our guardrail: Retargeting budget is protected and never raided for prospecting expansion. Tiers 1–4 are always running.

⏰

Running ads too early or too uniformly

Digital ads show steep performance drops after 6–8 weeks. Timing matters as much as targeting. Our guardrail: Google Search activates 72hrs pre-screening. Meta ramps 2 weeks out. TikTok launches opening weekend. Display retargeting runs continuously but refreshes every 10–14 days.

09 — Launch Timeline

T-21 days to national expansion:
a precise activation calendar

Weekly spend ramp — campaign activation sequence

T-21 Days · April 3

UK Release + Social Proof Harvest

UK theatrical opens. Monitor Guardian, Times, Little White Lies, Empire. Any 4/5 or 5/5 review gets immediately integrated into U.S. ad creative as fresh social proof. The 21-day window before U.S. opening is a free press amplification machine.

T-14 Days

Technical Infrastructure Live

Meta Pixel installed on twowomen.ajointventure.com. Google Tag Manager configured. All conversion events (ticket click, trailer play, showtime view) verified firing. Custom Audiences seeded from email list and past Joint Venture ticket buyers.

T-10 Days

Trailer Seeding + Audience Building

Begin trailer distribution via YouTube, MUBI, and social. Seed trailer views deliberately to build the 75%+ completion retargeting pool. Target 8–15K qualified trailer viewers before launch. This pool becomes the most valuable retargeting segment.

T-7 Days

Instagram + Facebook Campaigns Live

Launch NYC Instagram Reels/Stories campaign and Facebook mature audience campaign. Begin accumulating engagement data and optimizing creative before opening day. First week of data guides which creatives to scale into opening weekend.

T-72 Hours — April 21

Google Search Activated

Search campaign goes live exactly 72 hours before the Angelika opening. This timing aligns with the search demand spike that precedes theatrical releases. Theater partner tracking links confirmed live with Angelika and IFC Center.

April 24 — Opening Night

TikTok + Display + Q&A Live

TikTok FilmTok campaign and Google Display retargeting launch simultaneously. Director/cast Q&A at the Angelika creates organic press and social content. Monitor TikTok engagement hourly for the 3% trigger. DM 10–15 NYC film Instagram accounts for organic coverage.

Days 7–10

First Performance Review + Potential TikTok Scale

Evaluate per-screen average. If ≥$15K → hold expansion. If ≥$20K → accelerate. TikTok decision: if engagement >3%, shift $2.5K from Display to TikTok. Update all ad copy with audience pull-quotes from Letterboxd and Rotten Tomatoes.

Day 14–17 — DMA Pre-Launch

LA & Chicago Expansion Activated

Expansion ad sets for LA and Chicago activate exactly 5 days before respective market release dates. NYC targeting framework replicated with local venue names substituted. UK pull-quotes + Letterboxd quotes + NYC audience reaction all available for social proof.

10 — Performance Targets & KPIs

Every metric tied
to a ticket sale

Estimated monthly output model — spend, impressions, and ticket conversions by platform

Platform	Primary KPI	Target	Secondary KPI	Bidding	Optimization Signal
Instagram	CTR (Reels/Stories)	1.5%+ NYC launch	Ticket click-throughs to Angelika	Lowest cost · Conversions	Video play-through >50%
Facebook	Engagement rate	3%+ 45+ audience	Group shares + event RSVPs	Lowest cost · Conversions	Matinee ticket sales uplift
Google Search	Cost Per Acquisition	$15 Per ticket transaction	Impression share: branded terms	Target CPA · Conversions	Conversion rate by keyword
Google Display	View-through conversions	2%+ Retargeted audience	Frequency: 3–5 per user/week	Manual CPC · Clicks	Retargeting conversion lift
TikTok	Video engagement rate	3%+ = budget scale trigger	Organic shares + UGC creation	Lowest cost · Impressions	Sound-on completion rate

Target CPA Ceiling

$15

Per ticket. Net revenue per ticket after theater cut is ~$3–5.

Per-Screen Target — NYC

$15K+

Opening weekend. Triggers DMA expansion decision.

Retargeting ROAS

14×

vs. 3.67× for cold prospecting (Gruvi cinema data).

Monthly Ticket Est.

~833

Search channel alone at $15 CPA target = 833 ticket transactions.

11 — Action Items

Seven steps to
opening night readiness

01

Install Pixel + Tag Manager

Deploy Meta Pixel and Google Tag Manager on twowomen.ajointventure.com. Configure ticket-click, trailer-play, and showtime-view events. Verify all fire correctly in preview mode before any spend is committed.

02

Build Custom Audiences

Seed Meta Custom Audiences from email list + past Joint Venture buyers. Configure 75%+ trailer view completion audiences on Facebook and YouTube. These are ready to be retargeted from Day 1 of campaign launch.

03

Harvest UK Reviews (April 3+)

UK opens April 3. Assign someone to monitor The Guardian, The Times, Little White Lies, Empire. Any ★★★★+ review gets turned into ad creative within 24 hours. Three weeks of fresh UK social proof before the U.S. opening is a significant edge.

04

Theater Tracking Links

Coordinate UTM-tagged tracking links with Angelika Film Center and IFC Center. These enable proper attribution of Google Search conversions to specific venue ticket transactions — critical for proving Search CPA accuracy.

05

Book Opening Weekend Q&A

Confirm Chloé Robichaud availability for an Angelika Q&A on April 24–25. If Sophie Nélisse can attend, prioritize it — her presence alone generates organic press coverage and social content worth 3–5× the cost of the event.

06

TikTok Spark Ads Setup

Search for existing TikTok fan content about Nélisse, Yellowjackets, or the film. Contact creators about Spark Ads permissions. Native amplification of fan content is 2–3× more effective than polished ads and far cheaper to produce.

07

Pre-Build LA + Chicago Sets

Build expansion ad sets for LA and Chicago before opening weekend. They sit ready but unactivated until per-screen averages from NYC justify expansion. Trigger: activate exactly 5 days before each market's release date.