Defining Hope

Case Study


The challenge

You think talking about end of life issues is hard, try having that conversation with hundreds of healthcare professionals in key targeted markets across the nation after they've watched the life changing documentary "Defining Hope". Kaos connect developed a cinema event that was nothing like any theatrical release ever attempted before.



  • Created  a unique B-B-C model surrounding a “One Night Only” event in movie theatres 

  • Key markets for the event were identified by nursing associations 

  • In theatre promotions were set in motion in front big Hollywood releases to drive awareness for the Defining Hope documentary to broad-based audiences 

  • Multiple Nursing Groups and Associations were engaged to drive grassroots promotions and awareness while also having the opportunity to serve as hosts for the “post-documentary” conversation in theatres 

  • A PR campaign was created to drive broader awareness for the documentary and event 

  • All consumer and health provider traffic was driven to the filmmakers website – 



  • Nearly 50 Nursing Associations actively participated in the event 

  • 60 targeted theatres performed well with a per screen average revenue of over $1000 

  • Defining Hope documentary awareness was bolstered significantly, with a reach of over 20 million across theatres, PR and social media due to the event    

  • Critical discussions occurred in local theatres that provided help and hope both for today and well into the future

  • Theatre event led to increased downstream sales and to opening the door for Congressional meetings regarding topics covered in the film 

  • The filmmaker was able to achieve and exceed their goals and generate ROI from the revenues generated from consumer ticket sales