Case Study: Into the Badlands

Launching multiple seasons of the martial arts action adventure series Into the Badlands on AMC in more than 125 countries.

Emily Beecham as ‘The Widow’ in Into the Badlands

Objective

AMC Global acquired the exclusive rights to premiere multiple seasons of Into the Badlands, a martial arts action adventure series from the producers of Pulp Fiction. Produced by AMC Studios, the genre-bending drama is inspired by the classic Chinese tale Journey to the West. The series premiered on AMC in over 125 countries simultaneous to the US debut.

Tactics

Multi-faceted global PR campaigns were developed over several seasons to support the exclusive launch of the series on AMC. The campaign included hosting media and industry screenings, Q&A sessions with cast members, press junkets and telephone interviews with journalists across Asia, Europe, the Middle East, Africa and Latin America. Series star Daniel Wu, who also serves as executive producer, is a Hong Kong-based actor, director and producer who has been featured in over 60 films. The elaborate fight sequences created for the show were highlighted throughout the campaigns. Wu and fight director Stephen Fung discussed the special training cast members received to prepare for the highly physical demands of the production. Journalists from around the world were invited to the set in Dublin to watch filming and interview cast and members of the production team.

Results

Into the Badlands received widespread acclaim from critics and achieved record-breaking ratings performance in key regions in Central Europe, Asia and Latin America. In the U.S., the drama ranked as the #3 cable series launch of all time among adults when it premiered. El Mundo in Spain called it “pure entertainment,” while Argentina’s La Cose Cine called it “breathtaking” and Hong Kong’s South China Morning Post noted the series is “highly stylized.” Into the Badlands was subsequently renewed for multiple further seasons.

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