Warner Bros. Pictures Canada recreates the infamous Belle Reve Penitentiary in Toronto

The Brief

To celebrate the release of Suicide Squad, Warner Bros. Pictures Canada recreated the infamous Belle Reve Penitentiary in Toronto. But what’s a penitentiary without its inmates? An integrated program was needed to get the word out and promote this unique experience to Canadian fans, offering them the chance to “feel good being bad.”

The Solution

We opened the gates to the public by organizing a special red-carpet event that brought Toronto’s mayor, members of the squad, and fans of the film under one roof. Through exclusive social media content in the form of teaser posts, behind-the-scenes Facebook LIVE coverage, and sweepstakes, the fan experience was brought online using #BelleReveTO.

The Results

  • #BelleReveTO trended nationally, with close to 5,000 social media mentions in three days.

  • The fan experience garnered over 25,000,000 impressions.

  • Suicide Squad finished strong at the box office as one of the year’s top grossing films in Canada.