Words: Steve Brown
Bohemian Rhapsody has become the highest grossing music biopic ever.
The movie about the iconic band Queen and its bisexual frontman Freddie Mercury – played by former Attitude cover star Rami Malek – earned more than $608 million at the global box office and in just two months it surpassed Straight Outta Compton.
Despite being edited in various countries where homosexuality is illegal, the total gross also made the film the highest grossing LGBT film of all time.
Kevin Campbell, president of Worldwide Marketing Pam Levine, told Deadline: “Once our marketing team saw the film, we knew immediately that our key charge was to ensure that we created a global campaign that matched the singular energy and communal exhilaration of the theatrical experience.
“Layer on top of that, a music catalogue that could, on its own, power both a film and an entire marketing campaign, and we clearly had an incredibly amount with which to work.
“What we’re so proud of is that every function area within our marketing team, and our entire studio, had a hand in the success of this film.
“It was as global and cross-functional a campaign as we’ve ever executed and a true team effort.”