Crazy Rich Asians

Inside the Smart 'Crazy Rich Asians' Marketing Campaign That Led to a $174M Box Office Win

The plan, featured in The Hollywood Reporter's year-end Rule Breakers issue, included a first big outing at an L.A. reveal for 1,200 influencers in April — four months before the movie's Aug. 15 release date, the earliest the studio had ever screened one of its films: "Our ambition was to give the Asian-American community ownership of the film before we did everything else."