Pre-launch › Trailer campaign · 01 Feb 2026 · T−82
A Grammy Awards ad points to the next morning's trailer
Lionsgate bought a commercial in the Grammy Awards broadcast to flag the trailer launch on Monday morning.
Why it matters
The campaign timed its big assets to music moments, starting with the music industry's own broadcast.
AnalysisDetails
- Date
- 01 Feb 2026 · T−82
- Phase
- Pre-launch › Trailer campaign
- Category
- TV & content integration
- Markets
- United States
- Led by
- Studio-led
- Channels
- Linear TV
Sources 2
- 'Michael' Biopic Trailer Features Father Joe JacksonThe Hollywood Reporter · 02 Feb 2026 · hollywoodreporter.com · SecondaryVerifies: New trailer; Lionsgate bought a Grammy Awards TV spot on Sunday to flag the Monday launch
- Box Office: 'Michael' Opening to Near $100M U.S, $217M+ WWDeadline · 26 Apr 2026 · deadline.com · SecondaryVerifies: Opening figures; IMAX share; PostTrak; and the campaign recap: marketing spend, iSpot TV, flash mobs, HBCU, pop-up, holograms, buses, DJ trucks, billboards, MTV News, TikTok, X, Spotify, social views
More from trailer campaign
06 Nov 2025 T−169
Teaser draws 116.2M views in 24 hours, a music-biopic record
Lionsgate released the first teaser on the morning of its earnings day. Universal posted it internationally the next day. Lionsgate said it reached 116.2 million views in 24 hours, citing WaveMetrix, ahead of Taylor Swift's Eras Tour film at 96.1 million.
GLOBALConfirmed
Jaafar Jackson · Spectacle for social proof
The release is confirmed by Lionsgate's YouTube upload. The view count is studio-reported via WaveMetrix and carried by the trades.
14 Nov 2025 T−161
Teaser attached to Now You See Me in cinemas
The teaser played in theatres with Lionsgate's Now You See Me, Now You Don't from its opening weekend.
USReported
Studio-led
02 Feb 2026 T−81
Official trailer introduces the family story
The full trailer opened on "Don't Stop 'Til You Get Enough" and moved to "Billie Jean", with Colman Domingo's Joe Jackson and Nia Long's Katherine.
GLOBALConfirmed
Jaafar Jackson · Colman Domingo · Nia Long