Black Entertainment Television put its promotional muscle behind Lions Gate Films/BET Pictures theatrical Diary of a Mad Black Woman, helping the film to reach No. 1 in box-office revenue during its opening weekend.
BET involved cast members on its shows including 106 & Park, BET's Top 10 Live and Celebration of Gospel in promotion of Diary. The network also aired segments on BET Nightly News and Internet content on BET.com (www.bet.com). And the movie's highlight trailer and other promotional spots got frequent rotation on the network in primetime and other popular time slots.
The romantic comedy, adapted by Tyler Perry from his play of the same name, pulled in an estimated opening-weekend gross of $21.9 million, BET said.
“When you combine the long-standing popularity that Tyler Perry's plays have with African Americans and BET's urban brand strength, it was bound to be a successful mix," BET president and chief operating officer Debra Lee said in a prepared statement.
“BET's connection extended beyond investing in the production to include leveraging our marketing platforms and programming to help build an audience for the film,” she added. “This was proof positive for all of Hollywood that BET can be a viable, influential partner for theatrical releases.”