Business Challenge.

Emagine Entertainment tasked RI with ideating and producing a press event to garner attention for a media announcement — a partnership with Sean Anderson (AKA Big Sean) to build a new luxury movie theatre and live music venue in the heart of Detroit.


We believe in layering our PR stories to have a richer and much wider target audience. The partnership was announced at Emagine Royal Oak prior to a special Black Panther screening event for 900 Detroit Public School students. We invited every media outlet in Metro Detroit to cover Big Sean — a Cass Tech High School alum — who then made a surprise appearance for the crowd of students. The story dominated media waves and grew to a national scale with coverage from major traditional and digital media outlets from coast to coast, including: ABC, FOX, NBC, CBS, iHeart Media, Radio One-Urban One, Cumulus Media, Vibe Magazine, Billboard Magazine, Canada Live News, Rolling Out, Ebony, USA Today Networks, and People Magazine.


400k views and shares in 24 hours. Estimated $1.5 million in free network exposure.