The Wuthering Heights Press Tour: What Worked (and What Didn’t)
Whether you’re a Brontë devotee, a fashion fiend or a hopeless romantic, the Wuthering Heights press tour had something for everyone. I’ve been watching since day one when Margot Robbie first slipped her feet into those impossibly gorgeous Christian Louboutin heels.
The question I keep coming back to is will this campaign convert? Will this big swing marketing spend deliver a return on investment, or leave Hollywood executives… yearning?
Here’s how the campaign measured success, what it got right and what could have been sharper.
How did the campaign measure success?
Opening weekend ticket sales are a great place to start. The film was released widely in the U.S. and internationally strategically for a romance-forward audience during a long weekend which included Galentine’s Day, Valentine’s Day and Presidents Day. It brought in $34.8 million domestically and $83 million globally. Variety noted that it didn’t hit the anticipated $40 million in domestic sales. However, it was still the No.1 film of the weekend which indicates that awareness translated into turnout.
What worked for the Wuthering Heights Press Tour
Brand collaborations that extended the world beyond the screen
With the film being such a visual feast, there were so many opportunities for brand collaborations and limited edition merchandise. Warner Bros. partnered with 35 brand partners, according to Vogue Business, spanning fashion, beauty, food and experiences. From a PR perspective, the value is not just in sales - it’s distribution. These collaborations created more opportunities and reasons to post, new audiences to reach and a steady flow of social ads and user-generated content that kept the film top of mind leading up to its release. The Charli XCX tie-in amplified that effect by extending the buzz into music culture and giving the campaign an additional news cycle.
Controversy as a distribution channel
When it comes to earned media, there were so many ongoing debates about every detail of this movie. Most of the conversation started out on social media and made its way into traditional news media. The conversation had entry points for every audience segment: fidelity to the book, historical accuracy, casting conversations around Heathcliff, the raciness of the trailer, and the tour’s playful chemistry. Everything was a debate. From a PR standpoint, this is great because debate drives volume and that leads to visibility. However, there is a risk that controversy can outrun staying on brand so it needs to be monitored closely.
Creating shareable moments and talent commitment
The campaign invested in a social-first approach including a pre-screening activation “Corsets and Cocktails” designed for capturing the essence of the film. It also sparked user-generated content from fans through a playful poster kiss trend tied to the film’s steamy and romantic positioning. Additionally, Margot Robbie’s commitment to the romance-forward messaging - reinforced by stylist Andrew Mukamel - took the story from the screen to the red carpet.
What can we learn from the Wuthering Heights press tour?
Limit brand collaborations to a select few so it doesn’t feel like an oversaturated cash grab. Too many drops can create consumer fatigue long before the film is released.
Segment audiences more intentionally. Decide on a campaign message and then tweak it for each segmentation.
Never forget the PESO model. It works for a reason and it served this campaign well.
Have super clear talking points. Make sure your clients know how to promote themselves and their projects.
Which tactic would you borrow for your next launch and what would you change? Join the conversation in the comments or on Instagram and let’s grow together!
Lindsey Whittaker is a senior at CSUN majoring in journalism with an emphasis in public relations. An active member of the PRSSA chapter on campus, she plans to explore a career in media relations. She loves a good story, movies and sustainable fashion.