Men In Black: International

Premier’s partnerships team has played a key role in negotiating and delivering the global partnership campaign promoting the worldwide theatrical release of Men In Black: International.

Working with our client Sony Pictures, Premier began work in January 2018 and helped to secure Police Sunglasses and Paul Smith as key placements, providing the iconic suits and sunglasses for all MIB agents including stars Chris Hemsworth and Tessa Thompson. Both brands recently launched global campaigns to promote the movie, with Premier working closely with Police over the last year to help bring their campaign to life across various activations. The MIB campaign for Police Sunglasses is now live in over 90 markets, 14,000 stores and on TV, cinema and online.

Premier also collaborated with who, in a first of its kind global PR stunt, faithfully recreated the Men In Black: International Headquarters (with lots of movie props) in stunning detail as a bookable place to stay in Banking Hall, London. Guests from around the world were able to book to stay and came from as far as Taiwan and Japan. Sony was also able to make use of the space as part of the International press junket for the movie and invited journalists from around the world to film there. The stunt resulted in over 300 pieces of worldwide coverage and appeared on TV stations around the world.