Chapter 5 – The Man You Can’t Bury Marketing Campaign

DucMinh
August 28, 2025

1: https://youtube.com/@besttraileractionmovies?si=Bi2bziFYceBeAFSI
2: https://youtube.com/@absolutelycinemati?si=w5AYA_y7ViIbW7Xg
3: https://youtube.com/@moviescope001?si=8p2GwxvV4MOxmW9K
4: https://youtube.com/@trailerzonefilmtop?si=1re4BPLxwpL9_E-i

Executive Summary

The upcoming release of John Wick: Chapter 5 – The Man You Can’t Bury in 2025 presents an unparalleled opportunity to captivate global audiences with the return of the iconic Baba Yaga. This proposal outlines a comprehensive marketing campaign designed to maximize anticipation, engagement, and box office success. Leveraging the franchise’s signature blend of high-octane action, emotional depth, and mythic storytelling, this campaign will target both loyal fans and new audiences through a multi-channel strategy, including digital, experiential, and traditional media. The campaign will emphasize John Wick’s resurrection, his unrelenting quest against the High Table, and the breathtaking action sequences that define the series.

Campaign Objectives

Build Anticipation: Generate massive pre-release buzz by highlighting John Wick’s return from the grave and the escalation of his war against the underworld.
Engage Core Fans: Deepen loyalty among existing fans by offering exclusive content, behind-the-scenes access, and immersive experiences tied to the John Wick universe.
Expand Audience Reach: Attract new viewers, particularly younger demographics and international markets, through innovative digital campaigns and strategic partnerships.
Drive Box Office Sales: Maximize ticket sales and premium format (IMAX, 4DX) purchases through targeted promotions and global theatrical campaigns.
Reinforce Brand Legacy: Solidify John Wick as a cultural phenomenon by emphasizing its unique aesthetic, choreography, and storytelling.

Target Audience

Core Fans: Ages 18–45, male and female, who have followed the John Wick franchise since its inception and are invested in its lore, action, and characters.
New Viewers: Ages 16–30, action movie enthusiasts, and fans of similar franchises (The Equalizer, Nobody, Mission: Impossible).
International Markets: Focus on key regions including North America, Europe, Asia (especially Japan and South Korea), and Latin America, where the franchise has a strong following.
Gaming and Pop Culture Enthusiasts: Fans of action-packed video games and media with similar aesthetics (e.g., Cyberpunk 2077, Sifu).

Campaign Strategy

1. Teaser Campaign: “The Resurrection of Baba Yaga”

Concept: A cryptic, visually striking teaser campaign that plays on the mystery of John Wick’s survival. The tagline, “Death Can’t Stop Him,” will dominate early promotions.
Execution:
- Teaser Trailer: A 60-second trailer featuring haunting visuals of a neon-lit graveyard, Wick’s silhouette emerging from the shadows, and brief flashes of gun-fu action. The trailer ends with the sound of a heartbeat and the tagline fading in.
- Social Media Tease: Post cryptic images and short clips on X, Instagram, and TikTok with hashtags #JohnWick5, #BabaYagaReturns, and #NoWayOut. Examples include a blood-stained Continental coin or a close-up of Wick’s suit jacket with bullet holes.
- Interactive Website: Launch a John Wick: Chapter 5 microsite where users can “join the underworld” by decoding High Table ciphers to unlock exclusive wallpapers, character profiles, and behind-the-scenes teasers.

2. Immersive Fan Experiences

John Wick Underworld Experience:
- Create pop-up events in major cities (New York, Tokyo, London, São Paulo) replicating key settings from the film, such as a neon-drenched Continental Hotel bar or a High Table council chamber.
- Fans can participate in mock “assassin training” with choreographed fight workshops led by stunt coordinators from the film.
- Offer photo ops with props like Wick’s Mustang Mach 1 or replica weapons.
AR Mobile Game: Partner with a gaming company to develop an augmented reality mobile game where players can “become an assassin” and complete missions in real-world locations. Rewards include exclusive John Wick 5 merchandise and early access to tickets.
Escape Room Collaboration: Partner with escape room companies to create John Wick-themed challenges where players must navigate High Table traps and puzzles to “survive.

Key Visuals and Messaging

Visual Aesthetic: Emphasize the franchise’s neon-noir aesthetic with blood-red and electric-blue color palettes, sleek suits, and gritty urban backdrops.
Key Messaging:
- “John Wick is back. And death can’t stop him.”
- “The Baba Yaga rises to end the High Table’s reign.”
- “No allies. No mercy. No way out.”
Iconic Imagery: Focus on Wick’s silhouette, his signature pencil, bloodied knuckles, and the High Table’s ominous symbols.

Timeline

Q1 2025: Launch teaser campaign and microsite; begin cryptic social media posts.
Q2 2025: Release full trailer; announce pop-up events and AR game.
Q3 2025: Roll out influencer partnerships, fan contests, and loyalty program; premiere at Comic-Con or similar events.
Q4 2025: Intensify global trailer campaign; host early screenings and red-carpet premiere.

Budget Allocation (Estimated)

Digital and Social Media: 40%
Experiential Events: 25%
Traditional Media (Trailers, TV Spots): 20%
Partnerships and Merchandise: 10%
Fan Engagement Programs: 5%

Success Metrics

Social Media Engagement: Aim for 10 million hashtag uses (#JohnWick5, #BabaYagaReturns) and 50 million trailer views across platforms.
Box Office Performance: Target a global opening weekend of $150 million+ and a total gross surpassing John Wick: Chapter 4 ($440 million).
Fan Participation: Achieve 100,000+ participants in loyalty programs and 50,000+ entries in fan contests.
Brand Sentiment: Maintain a 90%+ positive sentiment score on X and review platforms like Rotten Tomatoes.

Conclusion

The John Wick: Chapter 5 – The Man You Can’t Bury marketing campaign will reignite the global obsession with the Baba Yaga by delivering a bold, immersive, and fan-centric experience. By blending cutting-edge digital strategies, unforgettable experiential events, and a reverence for the franchise’s legacy, this campaign will ensure that John Wick’s return is not just a movie release but a cultural event. Let’s bring the underworld to its knees.