CASE STUDY
Step Up: Revolution
To launch Step Up Revolution, the fourth chapter in Summit Entertainment’s globally successful Step Up franchise, SNA Communications developed and executed a full-scale communications and publicity campaign. Designed to build anticipation and capture mass appeal, the campaign centered around a national press junket, targeted media outreach, experiential premiere events, and high-impact celebrity visibility. The campaign drove extraordinary media coverage and digital traction, positioning the film as both a cultural moment and a must-see summer blockbuster.
THEIR STORY
Revolutionary Moves
Set in Miami, Step Up Revolution tells the story of Emily (Kathryn McCormick), an aspiring dancer who joins forces with Sean (Ryan Guzman), the charismatic leader of a dance crew known as "The Mob." Their art turns into activism as they use dance to protest a corporate development threatening their community. The film explores themes of expression, resistance, and love—blending high-energy choreography with emotional depth. As the newest installment of the Step Up legacy, the film promised a bold evolution of the franchise’s dance-meets-drama formula, appealing to longtime fans and new audiences alike.
THE OBJECTIVE
Launching the fourth film in an already successful series required balancing franchise continuity with fresh storytelling and innovative marketing. The goal was to:
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Elevate new lead actors as breakout stars in a crowded summer box office.
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Generate strong press and social media momentum to distinguish this film from its predecessors.
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Create cultural relevance by amplifying the film’s themes of artistic resistance and youth empowerment.
Deliver an unforgettable premiere experience that doubled as a media magnet.
THE SOLUTION
CHANNELS + SERVICES
SNA Communications executed a strategic, multi-platform publicity and experiential campaign that positioned Step Up Revolution as both an entertainment spectacle and a socially resonant story. In partnership with Summit Entertainment, the rollout included:
Key Tactics
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Press Junket Management: Organized and executed a high-energy press day with full cast participation, securing interviews with major national and entertainment media outlets.
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TV & Digital Broadcast Coverage: Secured spots and appearances on Entertainment Tonight, Access Hollywood, EXTRA! TV, E! News, Good Day LA, KTLA5, FOX, ABC, and NBC, spotlighting the film and its rising stars.
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Editorial Coverage: Placed in-depth features and reviews in Entertainment Weekly, Hollywood Reporter, Variety, Los Angeles Times, Collider, Us Weekly, Yahoo!, and more.
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World Premiere Experiential: Produced a high-profile red carpet event at Grauman’s Chinese Theatre, closing down part of Hollywood Blvd. and drawing massive media attention. The afterparty at the iconic Roosevelt Hotel further extended the evening’s cultural buzz.
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Visual Content Syndication: Ensured wide global distribution of premiere photography, cast interviews, and video content on YouTube, Facebook, Instagram, TikTok, and media wire services.
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Online Engagement: Leveraged the dance community and fanbase through social campaigns that drove user-generated content and online dance challenges.
IMPACT IS IN THE METRICS
The Step Up Revolution campaign delivered on every level—building cultural cachet, celebrity visibility, and audience anticipation. The press junket and premiere week yielded appearances across every major entertainment news outlet, while digital campaigns generated sustained engagement in the lead-up to release. Stars Kathryn McCormick and Ryan Guzman were successfully introduced as new franchise leads, with glowing coverage highlighting their chemistry and performances. The red carpet premiere became a Hollywood moment in itself, with hundreds of syndicated images and videos distributed globally. Online, audiences responded with enthusiasm, sharing clips, participating in dance trends, and driving buzz for opening weekend.
PERFORMANCE
1.8B+
460M+
MEDIA
IMPRESSIONS
SOCIAL MEDIA
IMPRESSIONS
18M+
210M+
ENGAGEMENTS
TRUE REACH
(ESTIMATED)
COURTESY OF SUMMIT ENTERTAINMENT
STEP UP: REVOLUTION CLIP
COURTESY OF FOX
STEPHEN TWITCH BOSS INTERVIEW AT THE STEP UP: REVOLUTION WORLD PREMIERE
