“In A World”…where traditional promotional campaigns won’t cut it…Harvey & Bob Weinstein wanted to take an unconventional approach to promoting the feature documentary COMEDIAN. So they charged its director, Christian Charles, with riffing off the film’s tag line “Where does comedy come from?” to cross media platform lines with an unforgettable campaign.
Using none of the film’s footage, Christian’s promo was an instant audience favorite and went on to become an internet sensation as well as winning multiple awards. Self- deprecating fly posters and ‘documentary action figures’ completed the off beat promotional campaign. COMEDIAN opened to sold out theaters and quickly became the highest grossing doc of all time, until a little film called ‘Bowling For Columbine” was released a few weeks later and changed documentaries forever.