The Weeknd's 'Hurry Up Tomorrow' isn't just a movie; it's part of a larger multimedia project including a new album and a massive tour.
This innovative strategy required collaboration among many companies, demonstrating the power of cross-promotional marketing.
Although not aiming for blockbuster box office numbers, the film's relatively low budget makes it financially sound for Lionsgate.
The Weeknd's approach showcases an artist pushing boundaries, creating engaging experiences across various platforms and inspiring others.
