User-generated video can be a dart board but DDB Canada hit the bull’s-eye, culling down 65 hours of submitted footage to two minutes in which Canadians share their Canada.
The 35 Millions Directors initiative received those 65 hours of footage from more than 8,000 individual video and photo submissions, which the creative team at DDB Canada had to sift through and select the best clips to include in the final video.
The two minute trip across the country showcases diving, biking, skiing, rafting, whale watching, ice hockey, walking, breathtaking scenery, wildlife and lots of fun.
“We anticipated receiving some great Canadian moments, but we were really surprised by the quantity and the quality of the submissions we received,” said Cosmo Campbell, creative director, DDB Canada. “Technically speaking the vast majority of entries were very well shot, but the quality of the content was outstanding. It reinforces the many unique and exciting experiences this country has to offer, and demonstrates just how proud Canadians are of their own backyard.”
The video is being shown on TV, online, at varied venues, and in global social spaces.
“Red One” Tops Weekend Box Office With $34.1 Million
Moviegoers were not exactly feeling the Christmas spirit this weekend, or at least what "Red One" was offering. The big budget, star-driven action comedy with Dwayne Johnson and Chris Evans sold $34.1 million in tickets in its first weekend in theaters, according to studio estimates Sunday. It easily topped a box office populated mostly by holdovers.
For traditional studios, a $34.1 million debut against a $200 million+ production budget would be a clear indication of a flop. Some even peg the budget closer to $250 million. But "Red One" is an Amazon MGM Studios release and they have the luxury of playing the long game, accounting not only for global box office where Johnson tentpoles often overperform, but its life on Prime Video for years to come.
"Red One," in which Johnson plays Santa's bodyguard, was also originally built to go straight-to-streaming. There's a narrative that the theatrical earnings are not only just a bonus, but that it's an additive gesture towards struggling theaters looking for a consistent stream of new films. The first major studio holiday release since 2018, "Red One" opened on 4,032 screens, including IMAX and other large formats, on an otherwise quiet weekend for major releases.
Warner Bros. is handling the overseas release, where it has made an estimated $50 million in two weekends from 75 territories and 14,783 screens.
Still, it's certainly not a theatrical hit in North America. Even "Joker: Folie à Deux" made slightly more in its first weekend. "Red One," directed by Jake Kasdan and produced by Johnson's Seven Bucks, was roundly rejected by critics, with a dismal 33% Rotten Tomatoes score. Jake Coyle, in his review for The Associated Press, wrote that it "feels like an unwanted high-priced Christmas... Read More