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  "path": "/2026/film/news/michael-blockbuster-marketing-lionsgate-1236752582/",
  "publishedAt": "2026-05-20T14:45:00.000Z",
  "site": "https://variety.com",
  "tags": [
    "News",
    "Lionsgate",
    "Michael",
    "@michaelmovie"
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  "textContent": "Instagram was one of the early clues that “Michael” was destined for blockbuster status. Nowadays, studios often secure a movie’s social media handles years before launching the marketing campaign. After Lionsgate claimed @michaelmovie for its Michael Jackson biopic, executives noticed the account had racked up 20,000 followers before the studio shared a single poster or […]",
  "title": "Moonwalking to Box Office Glory: How Lionsgate’s Nostalgic, Fan-Centric Marketing Campaign Turned ‘Michael’ Into a Blockbuster"
}