THE SECRET MARATHON
PR, Marketing & Distribution Consultant
The Opportunity
Pender PR was brought onto The Secret Marathon team to consultant on the world premiere and film festival run. We worked with the team over the course of five months on every aspect of the film’s release. From poster design and trailer, to the roll-out, we worked with the team to ensure a successful launch.
With a combination of traditional media, advertising, community outreach, social media and experiential marketing each screening was a success. The world premiere at Cinéfest was in such demand that an overflow theatre was required to accommodate the 400+ people who had bought tickets to the 140 seat screening.
At the Edmonton International Film Festival, a second theatre was added and at the Calgary Underground Film Festival the film sold out, a screen was added, and it became the highest grossing film in the festivals history.
The film and team received coverage in all the major national outlets including CBC, Global and CTV. Through our relationships and consultation the team was connected to Demand.Film who acquired the film for distribution and Pender PR was rehired for the Global Gala premiere in January 2021.
The Results
We were brought on board for the festival launch and worked alongside The Secret Marathon team over a two year period. The success of the partnership and campaign can be seen in the press coverage, partnerships formed and the money raised to promote equality for women and girls in sports around the world.
THE SECRET MARATHON Synopsis
When the first Afghan woman stood up for her freedom and ran in the Marathon of Afghanistan, she started a movement for equality that spread around the world. Zainab’s story inspired legendary marathon runner, Martin Parnell, to imagine what his life might be like if his gender prevented him from going outside to run. Martin vowed to run in the Marathon of Afghanistan the following year to support Zainab, and partnered with filmmaker and first time marathoner, Kate McKenzie, to tell the story. To avoid making the marathon a target for terrorist attack, they must train, and travel to Afghanistan in secret, where they will uncover unexpected beauty, incredible hardships, and the amazing people who stand for change. This is the story of the brave Afghan women who are risking it all for the freedom to run.