CASE STUDY
Releasing Once Upon A Time In Queens Movie with Lionsgate and Grindstone
SNA Communications partnered with Lionsgate and Grindstone Entertainment to launch the film Once Upon A Time in Queens, a powerful drama that explores identity, redemption, and family. Through a full-spectrum media and publicity strategy, SNA built significant awareness, facilitated meaningful press moments, and created authentic touchpoints with both mainstream and LGBTQIA+ audiences.
THEIR STORY
ONCE UPON A TIME IN QUEENS
Directed by David Rodriguez, Once Upon A Time in Queens tells the story of Mafia capo Joseph "Mr. Joe" Scoleri (Paul Sorvino) as he reenters society after 20 years in prison. As he reconnects with his daughter Rita and confronts her coming out, the film delves into themes of generational change and LGBTQIA+ acceptance within a traditional cultural framework. The ensemble cast includes Andrea Navedo, Michael Rappaport, Chazz Palminteri, and Babette Renee Props.
"I have had the pleasure of working with Steve Nguyen on a number of film projects. He and the SNA team were outstanding. Nguyen was instrumental in walking our production team through the process of film public relations that led to the release of our film “Once Upon a Time in Queens” to Lionsgate. As a film director and producer my time was limited and Steve was always efficient, effective, organized, and happens to have so many relationships within the entertainment, film, and television industries. I highly recommend them to anyone who is looking for a team that not only understands the film and entertainment business, but also proficient in all areas of communications, creative, marketing, and public relations. I look forward to working with them again in the future. "
DAVE RODRIGUEZ, DIRECTOR & PRODUCER
ONCE UPON A TIME IN QUEENS
THE OBJECTIVE
The film’s nuanced subject matter—highlighting the struggles of a mob boss adjusting to a changing world and accepting his lesbian daughter—required thoughtful positioning to maximize visibility while honoring its LGBTQIA+ narrative. Key obstacles included:
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Positioning an independent, character-driven film for mainstream media appeal.
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Amplifying LGBTQIA+ themes without falling into stereotypes.
Securing press amidst a competitive entertainment news cycle.
COURTESY OF LIONSGATE
THE SOLUTION
CHANNELS + SERVICES
SNA implemented a robust communications and publicity strategy that included:
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Press Campaign Development: Crafted narratives that centered both the film’s artistry and its socially relevant themes.
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Talent & Influencer Engagement: Secured high-profile interviews and media placements for cast members including Paul Sorvino and Andrea Navedo.
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Press Tour Management: Coordinated media availability and messaging for talent across digital, broadcast, and editorial platforms.
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Experiential Screening Events: Executed premiere screenings in Los Angeles with talent, media, and targeted community influencers.
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Content Releases: Orchestrated exclusive trailers, assets, and clips to build momentum across key outlets.
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Partnership Coordination: Collaborated with Lionsgate, Grindstone, and Cine Relevante on media outreach and messaging alignment.
Monitoring & Reporting: Tracked and analyzed press coverage and engagement to fine-tune strategy post-launch.
THE RESULTS
The strategic campaign for Once Upon A Time in Queens delivered substantial media visibility and cultural resonance, generating over 230 million online media impressions and 25 million broadcast impressions through major outlets such as The Hollywood Reporter, Variety, KTLA5, The CW, Los Angeles Times, New York Times, NY Post, Pride.com, and many more. Social media efforts across platforms including Instagram, X, YouTube, Facebook, Google, and TikTok resulted in over 18.5 million impressions and 1.2 million engagements, with a true reach of approximately 11.3 million. The campaign secured over 41 high-impact media placements and strategically positioned the film within both mainstream and LGBTQIA+ conversations. As part of talent amplification, SNA secured a feature for Andrea Navedo in the NOH8 Campaign, reinforcing the film’s message of inclusion and further extending its cultural relevance. Additionally, SNA’s production of exclusive Los Angeles screening events welcomed over 300 guests—comprising influential media, community voices, and cast members—further amplifying buzz and engagement around the film’s timely and compelling themes.
PERFORMANCE
255M+
18.5M+
11.3M+
MEDIA IMPRESSIONS
SOCIAL MEDIA IMPRESSIONS
TRUE REACH
51+
1.2M+
7
MEDIA PLACEMENTS
TOTAL ENGAGEMENT
SCREENINGS / PREMIERES
THE MOVIE CLIPS
COURTESY OF LIONSGATE & GRINDSTONE ENTERTAINMENT
ONCE UPON A TIME IN QUEENS
IN LOVING MEMORY
DAVID RODRIGUEZ
DIRECTOR, PRODUCER, & WRITER
